Analisis Swot Dalam Menentukan Strategi Pengembangan UMKM Olahan Pangan Di Desa Dolok Manampang (Studi Kasus: UMKM Tahu dan Keripik Pisang)

Abstract

Community Service program serves as a form of implementing the "Tri Dharma" (Three Pillars) of Higher Education by providing support to MSMEs in Dolok Manampang Village, Dolok Masihul District, Serdang Bedagai Regency. This community service initiative aimed to identify the strengths, weaknesses, opportunities, and threats (SWOT) facing the "Tahu Ali" tofu business and Mrs. Isar’s banana chip business. It also sought to formulate appropriate development strategies for both enterprises, specifically addressing challenges related to their remote locations and limited promotional reach—which had previously relied solely on word-of-mouth. The project employed a qualitative descriptive method using a case study approach; primary data were gathered through interviews, field observations, and questionnaires with the business owners during the KKN program (July 13 – August 1, 2026). The collected data were analyzed using a SWOT matrix to formulate strategic alternatives (SO, WO, ST, and WT). The results indicated that "Tahu Ali" possesses strengths in its structured production system and a reputation as the hamlet's leading tofu business, yet it faces stiff competition alongside limitations in promotion and official packaging. Meanwhile, Mrs. Isar’s banana chip business has managed to reach markets outside the local area, despite its very small scale and reliance on her own harvests. As part of the KKN program, the team assisted in listing both businesses on Google Maps—an initial step in leveraging digital technology to expand promotional reach. SO strategies were identified as the top priority for both businesses, accompanied by gradual improvements in packaging, branding, and digital promotion to support business sustainability and competitiveness