Analisis SWOT BUMDes Pisang Cavendish Studi Kasus BUMDes Sumber Makmur Abadi, Desa Gading, Mojokerto

Abstract

This article aims to analyze the strengths, weaknesses, opportunities and threats (SWOT) faced by
BUMDes Sumber Makmur Abadi in managing the Cavendish banana business, one of their
superior products. This BUMDes has developed Giant and CJ40 Cavendish banana products with
a local marketing strategy, but is faced with various challenges such as market competition and
climate change. This analysis develops several SWOT-based strategies to help BUMDes improve
competitiveness and business sustainability. In addition, this article examines the relevance of the
4P marketing mix model (Product, Price, Promotion, Place) and provides recommendations for
expanding markets and increasing productivity.