Micro, small, and medium enterprise (MSMEs) development strategy: Study on frozen food business in Palangka Raya City

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an essential role in economic growth in Indonesia, including in Palangka Raya City. In this context, the frozen food business is an attractive MSME sector to study due to its excellent development potential. This study aims to identify the development strategies used by frozen food MSMEs in Palangka Raya City and the factors that influence the choice of these strategies. The research method used is qualitative with a case study approach. Data were collected through in-depth interviews with purposively selected owners and managers of frozen food MSMEs. The results show that frozen food MSMEs in Palangka Raya City use various development strategies, including product diversification, market expansion, and product quality improvement. Factors that influence the choice of development strategies include local market conditions, access to resources, and the level of competition. The findings imply that it is essential for MSMEs to understand the local business environment and adopt strategies that suit these conditions to improve their competitiveness and business growth.