SWOT Analysis as a Formulation of Marketing Strategies on Nouggy Culinary Business in Malang City

Abstract

Abstract— This research aims to formulate effective marketing strategies for the "NOUGGY" culinary business in Malang 
through a SWOT analysis. A qualitative method with a descriptive approach was employed, utilizing in-depth interviews with 
the business owner, employees, suppliers, competitors, and consumers to collect data. The study analyzed internal factors 
(strengths and weaknesses) and external factors (opportunities and threats) affecting the business. Key findings indicate that 
"NOUGGY" benefits from unique raw materials and strong supplier relationships but faces challenges such as inconsistent 
product quality and limited market reach. The analysis identified opportunities in untapped market segments and threats from 
rising competitors. This research provides theoretical insights for improving marketing strategies and practical 
recommendations for collaboration with stakeholders. The novelty of this study lies in its detailed application of SWOT 
analysis to a local SME in the culinary sector.