Optimalisasi Strategi Pemasaran UMKM dengan SWOT: Studi Kualitatif pada Toko Sepatu

Abstract

Fara Collection Shoe Store is an MSE in Mranggen that is facing 
significant sales fluctuations, especially a drastic decline of -34.92% in 
2023 due to tight competition from offline stores and marketplaces. This 
research aims to identify the strengths, weaknesses, opportunities and 
threats faced by the store, as well as formulate optimal marketing 
strategies through SWOT analysis. The research method used is 
descriptive qualitative with data collection through in-depth interviews, 
observation and documentation of internal and external informants. The 
research results show that the store's main strength lies in product 
variety and affordable prices, while its main weaknesses are stock that 
is often empty and digital marketing that is not optimal. Recommended 
strategies include increasing digital marketing, improving stock 
management, and optimizing store layout to increase competitiveness.