Kirana Tour and Travel MSME Go International Strategy with SWOT Analysis

Abstract

This research aims to formulate an international expansion strategy for Kirana Tour and Travel, a Small and Medium Enterprise (SME) in the tourism industry in Indonesia, utilizing a SWOT Analysis approach. Kirana Tour and Travel is an SME operating in the tourism sector in Indonesia. This study employs a qualitative approach with data collection through interviews with business owners, direct observation, and documentation. The results of the SWOT analysis indicate that Kirana Tour and Travel has significant potential for international expansion, but also faces several challenges that need to be addressed. Internal strengths of the company, such as a good reputation, extensive network, and quality service, serve as assets to leverage in facing global competition. However, there are also internal weaknesses that need to be addressed, such as limited resources and a lack of experience in international markets. Based on the SWOT analysis, recommended international expansion strategies for Kirana Tour and Travel include product and service diversification, enhanced digital marketing, strategic partnership development with international travel agencies, and enhancing employee competencies related to the global market. The implementation of these strategies is expected to increase the global presence of Kirana Tour and Travel and mitigate risks associated with international expansion for SMEs