Surviving in a crowded market: A hold-and-maintain strategic framework for traditional fermented food micro-enterprises

This study analyzes internal and external factors and formulates a marketing strategy for Rizqy Barokah Tempe Crisps in Arjasa Sub-district, Jember Regency. This study uses a quantitative descriptive method and applies Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Strengths, Weaknesses, Opportunities, Threats (SWOT), and Internal-External (IE) analyses. Data were collected through observation, interviews, documentation, and questionnaires. The results show that the IFE matrix obtained a total weighted score of 2.927, while the EFE matrix obtained a total weighted score of 2.921. Based on the IE matrix, the business is positioned in Cell V, which indicates a ‘hold and maintain’ strategic direction with market penetration and product development as strategic alternatives. The SWOT analysis yielded several strategic alternatives: the SO strategy focuses on maintaining product quality, legal compliance, and packaging information; the WO strategy focuses on optimizing social media promotion; the ST strategy focuses on competitive pricing while maintaining quality; and the WT strategy focuses on adding specialized promotion staff and expanding flavor variants according to consumer preferences. Optimizing marketing through digital promotion and flavor diversification can strengthen competitiveness while maintaining established quality advantages.