How to cite:

Dianka Wahyuningtias , Maria Pia Adiati, Farah Levyta. (2020). BUSINESS DEVELOPMENT STRATEGY FOR DODOL BETAWI NYAK MAI SETU BABAKAN. PalArch’s Journal of Archaeology of Egypt / Egyptology17(7), 2875 – 2885

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Dodol Nyak Mai is a small-scale enterprise (UMKM) located in Kampung Betawi Setu Babakan, South Jakarta. This enterprise produces dodol betawi, a traditional confection of Betawi, Indonesia. UMKM have an important contribution to the national economy, especially in terms of business sustainability. A few issues looked by frequently business occupied with the field of sustenance, for example, tight as rivalry, a little benefit, diminished deals, and so on. Therefore, an appropriate technique for solving the issue is required. By making new marketing strategies more effective, a SWOT analysis can be used to determine the right strategy in the marketing field. This analysis is used to identify strengths, weaknesses, opportunities and threats that will be faced by the company. By looking at and developing their strengths, companies can determine the marketing strategy based on the strengths and opportunities. From the results of SWOT analysis, there are four proposed strategies that can be used by the first companies that is SO Strategy (StrengthsOpportunities), WO (Weakness-Opportunities) Strategy, ST Strategy (Strengths-Threats) and WT Strategy (Weakness-Threats)