Business Development Strategy of B’Happy Pudding Based on SWOT Analysis: A Case Study of B’Happy Pudding Small Business in Tamamaung, Panakkukang District, Makassar City

Maimonah Binti Nansir; St. Hatidja; Asriani

Maimonah Binti Nansir STIE Amkop Makassar
St. Hatidja STIE Amkop Makassar
Asriani STIE Amkop Makassar

Keywords: Business Development Strategy, SWOT Analysis, B’Happy Pudding

Abstract

Purpose: This study aims to analyse the development strategy of B’Happy Pudding in facing competition in the culinary industry by applying a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis approach.

Research Design and Methodology: he research employs a qualitative research design. Data were collected through direct observation and in-depth interviews with the business owner and customers of B’Happy Pudding. The collected data were analysed using the SWOT framework to identify internal and external factors influencing the business and to formulate appropriate development strategies.

Findings and Discussion: The findings indicate that B’Happy Pudding’s main strengths include innovative bottled pudding products made from fresh fruit, attractive packaging design, and personalised customer service. Identified weaknesses, such as limited labour and production facilities, were addressed by implementing a pre-order system. Opportunities arising from the growth of digital markets and increasing demand for healthy food were utilised through active promotion on social media platforms. Meanwhile, threats from intense culinary competition and fluctuations in raw material prices were managed through cost efficiency and continuous flavour innovation. Based on the SWOT analysis, differentiation and focus strategies were identified as the most suitable approaches to enhance the business’s competitiveness.

Implications: The study provides practical implications for small and medium-sized culinary enterprises by demonstrating that SWOT analysis is an effective tool for developing competitive business strategies. Product differentiation, market focus, digital promotion, and continuous innovation are crucial for maintaining competitiveness and ensuring business sustainability in a highly competitive culinary market.

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