Proposed Business Development Strategy in MSMEs Using the SWOT-AHP Method (Case Study)

Aufa, Ahmad (2026) Proposed Business Development Strategy in MSMEs Using the SWOT-AHP Method (Case Study). S1 thesis, Andalas University.

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Abstract

Toko Hazila is a business engaged in the sale of stationery products and document-related services. Increasing competition and changing customer demands require the business to formulate an appropriate development strategy to maintain its competitiveness and sustainability. This study aims to identify the internal and external factors influencing Toko Hazila, formulate alternative business development strategies, and determine the most appropriate strategic priority. The research employed a SWOT–AHP (Strengths, Weaknesses, Opportunities, Threats – Analytical Hierarchy Process) approach. Data were collected through observation, interviews, literature studies, and questionnaires distributed to internal stakeholders consisting of the Business Owner, Store Manager, Employees, and Helper. The SWOT analysis identified strategic factors and evaluated them using the IFAS and EFAS matrices. The results showed an IFAS score of 2.6111 and an EFAS score of 2.6179, indicating that Toko Hazila possesses relatively strong internal conditions and favorable external opportunities. Based on the SWOT Matrix, several strategic alternatives were formulated and further analyzed using AHP to determine their priority level. The AHP results indicate that the Service Aspect is the most important criterion with a weight of 0.4416. The highest-priority strategy is strengthening customer loyalty through superior service, with a priority value of 0.3352. Therefore, improving service quality is recommended as the primary strategy to support the future growth and competitiveness of Toko Hazila.

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