Developing a Business Plan for a Sundanese Traditional Snack Microenterprise: The Case of Cilok Enjoy

Purpose – This study aims to analyze the current business conditions of Cilok Enjoy, a traditional Sundanese snack business, and develop a structured business development plan to address operational challenges in production, task allocation, financial record-keeping, and marketing toward achieving its 2026 sales target. Design/Methodology/Approach – A qualitative descriptive research method was employed. Data were gathered through direct observation, semi-structured interviews, and business documentation. The analysis comprehensively covered internal operational areas (including market conditions, production, marketing, human resources, and finance) as well as the external business environment. Findings – The evaluation identifies critical needs for production standardization, inventory control, clearer task distribution, and systematic financial record-keeping. To capitalize on market opportunities, the study formulates prioritized strategies focusing on strengthening both offline and digital marketing channels, alongside product line expansion into frozen food. Originality/Value – This study provides practical value for micro and small traditional snack enterprises by delivering a tailored, problem-prioritized development framework. It demonstrates how traditional food businesses can systematically transition from informal operational practices toward structured management to ensure long-term market viability.