Abstract
This study aims to analyze the marketing strategy of Ibe Food UMKM using SWOT analysis ( Strength, Weakness, Opportunity, Threats ). Ibe Food UMKM has a problem in marketing frozen tofu products that are still sold in small quantities in the market and not many people know the product, so not many people are interested in buying the product. This requires Ibe Food UMKM to find a strategy that needs to pay attention to the internal and external environment. By using the SWOT analysis method ( Strength, Weakness, Opportunity, Threats ), which aims to maximize strengths, opportunities and minimize weaknesses, threats in the internal and external environment of Ibe Food UMKM. IFAS and EFAS analysis on the Cartesian diagram is positioned in quadrant I ( Strength-Opportunity ), which is a situation that benefits an aggressive growth policy.
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