SWOT Analysis on the Marketing Strategy of Micro, Small, and Medium Enterprises (MSMEs) in Cibinong District, Bogor Regency

This study aims to analyze appropriate marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) in Kampung Batik Cibuluh, Cibinong District, Bogor Regency using a SWOT analysis approach. Data was collected through questionnaires distributed to MSME actors and analyzed using IFAS and EFAS matrices to identify internal and external factors influencing the business. The results show that MSMEs are positioned in Quadrant I, indicating that internal strengths outweigh weaknesses, and external opportunities are greater than threats. Therefore, the most appropriate strategy is the SO (Strength–Opportunity) strategy, which focuses on maximizing strengths to seize available opportunities, such as human resource skills, product quality, and strategic business locations. This study illustrates that strengthening marketing strategies based on local potential and supportive external conditions can encourage sustainable growth for MSMEs.