Abstract

This study analyzes the strategic position of the micro-enterprise “Toko Kue & Jajanan Pasar Mba Buch” through a qualitative descriptive case study grounded in the SWOT framework and TOWS synthesis. Drawing on the company profile and an internal–external factor mapping, we identify three core strengths such as consistent product and service quality, a distinctive flagship product (Dutch choux pastry), and a well-trained team of four, which are offset by weaknesses in supply reliability, underutilization of digital marketing and online marketplaces, and reliance on external suppliers. Externally, opportunities include institutional partnerships with government agencies and universities, expansion through social media and e-commerce platforms, and a pathway toward in-house production, while threats comprise an approximately 30% year-on-year decline in revenue, taste-related complaints, and an increased risk of insolvency if quality and service deteriorate. The TOWS matrix translates these findings into actionable strategies: SO (institutional packages with service-level agreements and location-based advertising), WO (pilot in-house production and structured digital campaigns), ST (standardized recipes, sensory quality control, and closed-loop feedback), and WT (supplier diversification, safety stock, and daily production scheduling). A phased action plan and key performance indicators such as on-time delivery, complaint rates below 1%, repeat order rates, and digital sales conversion rates are defined. Overall, this study offers a practical, context-specific roadmap for resilience and demand recovery in micro-scale food enterprises.