ANALISIS KELAYAKAN PENGEMBANGAN UMKM TELOR ASIN BEBEK MAS PURWOKERTO BERDASARKAN ASPEK PRODUKSI DAN STRATEGI PEMASARAN

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in the food sector face complex challenges in maintaining business sustainability, particularly in the post-pandemic era. Business feasibility analysis is an essential instrument for evaluating whether an enterprise can survive and grow amid changing market conditions. This study examines the feasibility of a traditional salted egg MSME by assessing multiple dimensions of business operations, including production management, human resource practices, legal compliance, environmental responsibility, and marketing strategy. Using a qualitative descriptive approach, data were collected through direct observation and in-depth interviews with the business owner. The analysis framework integrates both internal operational factors and external market dynamics to provide a comprehensive evaluation of the enterprise’s viability. This research contributes to the understanding of how traditional food MSMEs can sustain and adapt their business practices in response to economic disruptions, and offers insights into the strategic and operational factors that underpin long-term business resilience.