PENDAMPINGAN UMKM GEHU PEDAS LEGEND MELALUI PENDEKATAN ANALISIS SWOT SEBAGAI STRATEGI PENGEMBANGAN UMKM

Abstract

This community service research aims to identify and evaluate the strategic internal and external factors affecting the sustainability of UMKM Gehu Pedas Legend in Cibaduyut, Bandung City, and to formulate contextual and measurable business development strategies through SWOT analysis. A descriptive qualitative approach was employed, with data collected through direct observation of production and sales processes, in-depth interviews with the business owner, and documentation studies. The analysis was conducted systematically in two stages: first, the input stage involving the construction of the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices; and second, the matching stage involving the IE Matrix and SWOT Matrix to generate strategic recommendations. The principal findings indicate that Gehu Pedas Legend occupies a strong internal position with an IFE score of 2,87 and demonstrates an above-average capacity to respond to external environmental dynamics with an EFE score of 2,85. The IE Matrix positions the business in Cell V (Growth Stability), recommending the implementation of a grow-and-build strategy. Primary strategic recommendations include digital marketing strengthening, frozen food product line development, distribution expansion through digital platforms, brand identity development, and product variant diversification.