Analysis of Mistin Store Development Strategies Toincrease Sales and Competitive Advantage in Trenggalek

Abstract

Research aim : This study aims to identify internal and external factors

affecting the performance of the Toko Mistin SME and to formulate business development strategies to increase sales and competitiveness.

Design/Methode/Approach : The study employs a case study design with a qualitative descriptive approach. Data were collected through interviews, observations, and document analysis, and subsequently analyzed using SWOT, IFE, EFE, IE, and QSPM.

Research Finding : The findings indicate that Toko Mistin’s primary strengths lie in its proximity to consumers and customer loyalty, while its main limitations are in the areas of digitalization and human resource management.

Theoretical contribution/Originality : This study provides an empirical contribution to the study of strategic management in traditional retail SMEs by systematically integrating qualitative and quantitative analysis.

Practitionel/Policy implication : The research results provide implications for SME operators in enhancing digital adaptation and for local governments in strengthening SME support policies based on local needs.

Research limitation : The study’s limitations lie in the scope of the research subjects and the relatively short observation period.

Keywords : MSMEs; development strategy; grocery store; SWOT; QSPM