Business Planning Berbasis Analisis Lingkungan Internal Dan Eksternal Dalam Merancang Strategi Bisnis Di Kecamatan Cibodas, Kota Tangerang

Abstract

ABSTRACT

            This study aims to analyze business planning based on internal and external environmental analysis in designing business strategies in Cibodas District, Tangerang City. The research employed a descriptive qualitative approach with data collection techniques including in-depth interviews, observation, and documentation involving micro, small, and medium enterprises (MSMEs). Research informants were selected using purposive sampling. Data analysis was conducted using the interactive model of Miles and Huberman, which consists of data reduction, data display, and conclusion drawing. The findings indicate that most business actors have not implemented structured business planning and have not integrated internal and external environmental analysis into their business strategy formulation. Limitations in managerial capabilities and planning aspects constitute the main weaknesses of the internal environment, while significant market opportunities arising from high local economic activity have not been optimally utilized due to increasing competition and changes in consumer behavior. This study emphasizes that the implementation of business planning based on internal and external environmental analysis is essential for designing adaptive business strategies, enhancing business competitiveness, and supporting the sustainability of MSMEs in Cibodas District, Tangerang City.

Keywords: Business Planning, Internal and External Environmental Analysis, Business Strategy, MSMEs, Cibodas District.