Evaluating Marketing Strategies and Financial Viability of a Processed Catfish SME in Bekasi Regency of Indonesia

Abstract

The purpose of this research was to examine UKM Enza Lele, a small and medium-sized business (SME) that specializes in processed catfish products in Bekasi Regency, Indonesia, in terms of its marketing mix, internal and external strategic considerations, alternative marketing tactics, and financial viability. The study employed a descriptive case study design and was conducted at UKM Enza Lele, Bekasi Regency, West Java, Indonesia, from May to October 2022. Data analysis used SWOT analysis, Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, and financial analysis including Revenue–Cost (R/C) ratio and Break-Even Point (BEP) calculations. While secondary data came from literature, reports, and official statistics, primary data came from observation, structured interviews, and questionnaires; purposeful sampling targeted 12 respondents (owner and employees); and accidental sampling involved 20 customers. The study showed that IFE scores for strengths and weaknesses were 1.99 and 0.77, respectively, while EFE scores for opportunities and threats were 1.74 and 1.12, respectively. The strategic matrix position (0.61; 0.31) fell under Quadrant I, indicating an aggressive growth approach, hence the Strength–Opportunity (SO) strategy was recommended. Financial analysis indicated a total income of IDR 78,000,000 and total expenses of IDR 54,600,000, resulting in a profit of IDR 23,400,000. Profitability was confirmed by the R/C ratio of 1.4. UKM Enza Lele holds a strong strategic position and is financially viable. Implementing the SO strategy could optimize internal strengths to capitalize on external opportunities, enhancing competitiveness and supporting sustainable growth.