ANALISIS STADI KELAYAKAN BISNIS PADA USAHA MIKRO KECIL DAN MENENGAH (UMKM) BOLU KEMBOJO DITINJAU DARI ASPEK PEMASARAN DAN MANAJEMEN

Abstract

This research aims to analyze the business feasibility of Bolu Kembojo MSMEs from marketing and management aspects. In Indonesia's unstable economic conditions, MSMEs play an important role in supporting the economy and providing employment. This research uses a qualitative descriptive method to evaluate opportunities, challenges, and strategies that can improve the success of Bolu Kembojo's business. The results show that Bolu Kembojo has great potential to grow through flavor innovation, attractive packaging, and digital marketing. However, challenges such as limited production capacity and market competition also need to be overcome with the right strategies.