ANALISIS SWOT UMKM ANUGRAH PRINTING

Abstrak

Penelitian ini bertujuan untuk mengkaji kondisi internal dan eksternal UMKM Anugrah Printing menggunakan pendekatan analisis SWOT (Strengths, Weaknesses, Opportunities, Threats). Pengumpulan data dilakukan melalui wawancara, observasi langsung, serta dokumentasi di lokasi usaha. Temuan penelitian menunjukkan bahwa Anugrah Printing memiliki beberapa keunggulan, seperti pelayanan yang cepat, harga yang kompetitif, dan lokasi usaha yang strategis. Namun demikian, usaha ini juga memiliki sejumlah kelemahan, antara lain keterbatasan peralatan dan kenaikan harga bahan baku. Peluang usaha muncul dari meningkatnya kebutuhan masyarakat terhadap layanan percetakan, sedangkan ancaman datang dari persaingan bisnis dan perkembangan teknologi yang terus berubah. Berdasarkan hasil analisis, disusun strategi pengembangan yang dapat digunakan untuk meningkatkan kualitas layanan dan memperkuat daya saing Anugrah Printing.

This research aims to examine the internal and external conditions of Anugrah Printing, a micro, small, and medium enterprise (MSME) operating in the digital printing sector, by applying the SWOT analysis framework. Data collection was carried out through interviews with the business owner, field observations, and documentation. The findings indicate that Anugrah Printing has several strengths, such as prompt service, reasonable pricing, and a strategic business location. Nonetheless, the enterprise still encounters weaknesses, including limited equipment capacity and fluctuating costs of raw materials. Opportunities emerge from the rising demand for printing services and potential expansion, while threats originate from competitive market conditions and rapid technological advancements. Overall, the SWOT assessment suggests that Anugrah Printing needs to leverage its strengths, address its weaknesses, and make use of available opportunities to sustain competitiveness and support long-term business development.