Strategi Pengembangan Usaha melalui Pendekatan IFE, EFE, Dan Matriks IE: Studi Kasus UMKM Kerupuk Tamban Oma Ani

Micro, Small, and Medium Enterprises (MSMEs) based on fishery product processing play a strategic role in increasing the value added of local resources and supporting the economy of coastal regions. The Tamban Fish Cracker MSME “Oma Ani” in Tanjungpinang City is a household-scale business that utilizes tamban fish as its main raw material. However, it still faces several constraints in its business management. These constraints include the unstable availability of tamban fish due to seasonal fishing patterns, the drying process which still depends on weather conditions, and production methods that remain largely traditional. This study aims to analyse the internal and external conditions of the business and to formulate appropriate business development strategies. The research employed a case study approach with primary data collected through interviews, observations, and questionnaires, as well as secondary data obtained from literature review. The analytical methods used include the Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, and the Internal–External (IE) Matrix. The results show that the total IFE score of 2.97 indicates that the internal condition of the business falls within a moderate to strong category, with key strengths including product variety and the utilization of social media for marketing. The total EFE score of 2.80 indicates relatively significant external opportunities, particularly the culture of cracker consumption within the community, government support, and the development of digital marketing, although the business also faces threats from market competition and raw material fluctuations. Based on the IE Matrix, the business is positioned in cell V, indicating a Hold and Maintain strategy. The findings of this study provide practical recommendations for strengthening the competitiveness and sustainability of fishery-processing MSMEs through enhanced marketing strategies and product development.