Application of SWOT Analysis in Formulating Business Strategies for Startups in Mappadaelo Urban Village, Tanasitolo District, Wajo Regency
Keywords:
SWOT analysis, Business strategy, MSMEs, Startup businessesAbstract
Novice entrepreneurs need the ability to recognize the internal and external conditions of their businesses as a foundation for formulating appropriate business strategies. However, a limited understanding of strategic planning can lead to business management that prioritizes operational activities over purposeful business development. This Community Service (PKM) activity aimed to enhance the knowledge and skills of novice entrepreneurs in applying SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis as a basis for formulating business strategies. The activity was conducted in Mappadaelo Village, Tanasitolo District, Wajo Regency, involving 20 novice entrepreneurs. The implementation method comprised stages of preparation, outreach/dissemination, practical SWOT application, mentoring, and evaluation. Evaluation was carried out using pre-tests and post-tests covering seven indicators: understanding business strategy concepts, SWOT analysis concepts, identifying strengths, weaknesses, opportunities, and threats, and formulating SWOT strategies. Evaluation results showed that the participants' average score rose from 45.57 in the pre-test to 83.00 in the post-test, an increase of 37.43 points (82.14% relative to the initial score). The greatest improvement was observed in the ability to formulate SWOT strategies (a 97.62% increase), while all indicators showed improvement following the activity. Beyond gaining knowledge, participants were able to identify internal and external business factors and formulate strategic alternatives—SO, WO, ST, and WT—tailored to their specific business conditions. These results demonstrate that outreach combined with practical application and mentoring can effectively improve participants' understanding and skills in applying SWOT analysis as a foundation for business strategy formulation
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