Strategy For Developing The Meatball Flavored UMKM Business

Abstract

This Community Service project aims to analyze the development strategy of micro, small, and medium enterprises (MSMEs) in the culinary business "Bakso Gepeng" located on Jalan Budhi Dewi Sartika. This business has been established since 1998 and has been able to survive until now amidst increasingly fierce competition in the culinary business. The main problem in this research is how to improve the competitiveness of a business that is still conventional amidst the development of digitalization. The method used is a qualitative descriptive approach through direct observation and interviews with the business owner. The results show that the business's strategic location, which is close to hospitals, offices (three banks and one motorcycle dealer), and residential areas, is a major advantage in attracting consumers. In addition, the product price is affordable at IDR 15,000 per portion with a variety of menus such as meatballs, chicken noodles, and drinks. Average sales reach 30-50 portions per day with a net profit of around 40%. Despite having long business experience and loyal customers, limitations in the use of digital technology such as online ordering services still hinder market expansion. However, the use of QRIS as a non-cash payment method shows an initial effort in digital transformation. This study recommends the implementation of digital marketing strategies and delivery services to increase sales and business competitiveness.