PENERAPAN ANALISIS SWOT DAN DIAGRAM FISHBONE PADA UMKM CIMIN DAN MAKLOR

Abstract

This study aims to analyze the internal and external conditions of MSME Cimin and Maklor using SWOT analysis and Fishbone diagram to identify core problems and develop improvement strategies. This research employs a descriptive qualitative method involving observation, interviews, and documentation conducted at Cimin and Maklor, a culinary MSME in Mataram City. The SWOT analysis results show that the business has strengths in product taste, affordable prices, and loyal customers, but faces weaknesses in limited capital, simple equipment, and offline marketing. Meanwhile, the Fishbone diagram identifies root causes related to human resources, materials, methods, finance, and markets. The integrated SWOT-Fishbone strategy formulation includes digital promotion, standardizing recipes, developing partnerships with suppliers and resellers, and gradually upgrading production equipment to enhance competitiveness and sustainability.