Analisis SWOT dan Lean Canvas UMKM Cimol Kuah Keju

Abstract

Due to their contribution to GDP and job absorption, culinary MSMEs play a crucial role in the Indonesian economy. However, they continue to struggle with digital marketing and product innovation, which results in dwindling sales. By combining SWOT analysis and Lean Canvas, this study seeks to create a business development plan for Cimol Kuah Keju MSME, which had a steady drop in sales during 2025. In-depth interviews with the MSME owner, direct observation of business operations, and documenting of 2025 sales statistics were used to collect data for this descriptive qualitative study. To create a thorough strategy formulation, data analysis was done utilizing integrated SWOT analysis, Lean Canvas, and Needs Assessment. According to the findings, Cimol Kuah Keju MSME's main advantages are its distinctive goods that taste good and are reasonably priced. On the other hand, its disadvantages include a lack of menu innovation, inadequate digital promotion, basic packaging, and reliance on offline clients. Threats include fierce rivalry, easily copied goods, and shifting consumer preferences; opportunities include modern culinary trends, internet marketing, and online meal delivery services. Eight priority strategies were developed based on the integration of SWOT and Lean Canvas: enhancing social media content, creating new menu variations, redesigning packaging, setting up online sales channels, customer loyalty programs, creating derivative products, ongoing menu innovation, and training for service quality improvement. In order to promote competitiveness and company sustainability, this study offers managerial recommendations for culinary MSMEs on the optimization of digital marketing, product diversification, packaging enhancement, partnership strengthening, and customer loyalty programs.