Penerapan Strategi SOAR sebagai Dasar Pengembangan Usaha UMKM Bakso Mas Joko

Abstract

This research aims to analyze and implement marketing strategies based on the SOAR Analysis method at the Micro, Small, and Medium Enterprises (MSMEs) Bakso Mas Joko. The SOAR Analysis method (Strengths, Opportunities, Aspirations, Results) is utilized as a foundation to identify internal strengths, external opportunities, aspirations, and expected outcomes of MSMEs.The research is conducted through a series of steps, including internal and external analysis, as well as the development of marketing strategies aligned with the analysis findings. Data is collected through interviews, questionnaires, and direct observation of MSMEs Bakso Mas Joko.The findings indicate that the MSMEs have strengths in soybean product quality, engagement with the local community, and flexibility in marketing strategies. Opportunities include increasing market penetration through social media and collaboration with local suppliers. Aspirations of MSMEs include sustainable business growth and wider brand recognition. Expected outcomes include increased sales, larger market share, and business sustainability.Considering the analysis findings, recommended marketing strategies include enhancing digital marketing, developing local partnerships, and increasing product innovation. The implementation of these strategies is expected to enhance the competitiveness of MSMEs Bakso Mas Joko in an environment competitive market. This research provides insights into the importance of applying the SOAR Analysis method in developing effective marketing strategies for MSMEs in the food and beverage industry.