Development Strategy Analysis of Egg Martabak Enterprises In The Western Medan District Of Medan City, Indonesia

Abstract

This study aims to analyze the business development strategy for savory egg pancake businesses in the Medan Barat District of Medan City. The research employed a qualitative method using a case study approach. Data were collected through interviews, observations, documentation, and questionnaires distributed to business owners, employees, and customers. Data analysis utilized the SWOT method—covering internal factors (strengths and weaknesses) and external factors (opportunities and threats)—which were then summarized into Internal Factor Analysis Summary (IFAS) and (External Factor Analysis Summary) EFAS matrices. The results indicate total IFAS and EFAS matrix scores of 3.61 and 3.56, respectively, signifying that the businesses possess strong internal conditions and are capable of effectively capitalizing on external opportunities. The SWOT position analysis points toward an aggressive growth strategy. Recommended strategies include enhancing product quality, setting competitive prices, expanding distribution networks, optimizing digital promotions, and strengthening customer relationships. This study is expected to serve as a reference for savory egg pancake business operators and local government authorities in formulating policies for MSME (Micro, Small, and Medium Enterprises) development within the food sector.