Strategic Business Design for Meat Retail SMEs: Integrating Made-to-Order Services, Digital Marketing, and Operational Quality Control

Purpose – This study aims to analyse the current business conditions of Eiji Beef, a small and medium enterprise in Jakarta's fresh meat retail industry, and to formulate integrated strategies to overcome supply-demand imbalances, high competition, and low customer retention for long-term sustainable growth. Design/Methodology/Approach – A descriptive qualitative approach utilizing a Research and Development (R&D) design was employed. Data were gathered through interviews, direct observations, documentation, and a literature review to analyse operational, marketing, and financial aspects. Findings – Eiji Beef demonstrates strong potential through a business model focused on product customization, consistent quality, and B2B relations with restaurant clients, yet it faces key operational challenges in digital marketing, customer retention, and service innovation. Financial feasibility analysis confirms the investment viability of proposed solutions, which include Instagram and WhatsApp Business optimization, customer loyalty programs, and service enhancements like online ordering and flexible delivery. Originality/Value – This study provides empirical and strategic insights tailored to fresh meat retail SMEs by establishing an actionable framework that links digital marketing strategies, operational service innovations, and financial viability to ensure SME competitiveness in modern retail environments.