Ajeng Purwati Ningtyas (1)
This study aims to identify the internal and external factors affecting a culinary micro-enterprise and to formulate priority development strategies through the SWOT analysis method. The research applies a qualitative descriptive approach with a holistic single case study design on Puding Mom Aurora, a culinary micro-enterprise in Manokwari Regency, West Papua. Data were obtained through in-depth interviews with the owner, a reselling customer, and a comparable culinary entrepreneur, together with factor weighting sheets. The findings indicate that the enterprise occupies a weak internal and low external position, so consolidating internal foundations must precede market expansion. The WO strategy group emerged as the priority, meaning internal weaknesses should be corrected by leveraging available opportunities. Contrary to initial expectations, raw material supply is not the binding constraint; the obstacle lies instead in the limited local availability of packaging containers, while label printing services remain accessible.
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