This research aims to elucidate and comprehend the strategies employed by Micro, Small, and Medium Enterprises (MSMEs) in their business development based on SWOT analysis in Strategic Management. The research is conducted using an interpretative and phenomenological approach. Data collection techniques involve interviews and documentation. The research findings indicate that the application of SWOT analysis in business development can be utilized to formulate marketing strategies, thereby increasing sales and fostering business growth in both the present and the future. Furthermore, the use of social media in the marketing process enables the product to gain recognition among a broader audience, leading to an expanded market share. The implemented SWOT matrix has generated alternative strategies such as SO, WO, ST, and WT, which can be implemented within the Company to address weaknesses, leverage external opportunities, and capitalize on the Company’s strengths to mitigate or counter the impact of external threats.
Keywords: MSMEs., SWOT analysis, Strategy, development strategy
