Analisis UMKM Ikan Bakar Milik Ibu Saudiah Menggunakan Metode SWOT dan Fishbone Diagram

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in supporting Indonesia’s economy, particularly in the culinary sector. One example of a micro enterprise is a roadside grilled fish stall operating with capital under IDR 50 million, typically managed by families or individuals. This study aims to analyze the internal and external conditions of such businesses using the Strengths, Weaknesses, Opportunities, and Threats (SWOT) approach, as well as to identify the root causes of operational issues through a Fishbone diagram. The research employs a qualitative descriptive method with data collected through observation, interviews, and documentation at a grilled fish business owned by Mrs. Suadiah, located in the Loang Baloq tourism area of Mataram City. The results indicate that the main strengths are affordable prices, distinctive flavors, and a strategic location. Weaknesses include limited capital, small production capacity, and inconsistent product quality. Opportunities arise from local culinary tourism trends and government support for MSMEs, while threats involve intense competition and fluctuating fish prices. The Fishbone analysis reveals that quality issues stem from untrained labor, limited equipment, non-standardized processes, and dependence on daily raw material supplies. It is concluded that business development strategies should focus on improving human resource quality, standardizing production processes, and utilizing social media for promotion to enhance competitiveness and sustainability.