SWOT Analysis for Small-Scale Business Sustainability: Proposing a Digital Marketing Approach for a Flower Market Center in Indonesia

This study is driven by the disparity between favorable natural conditions and population, the prospective increase in flower demand, and flower dealers’ limited capacity in terms of business capital and experience to effectively market and sell their products in a larger market. This study technique makes use of observation and interviews to identify the inherent and extrinsic factors driving the flower sector at the Rawa Belong flower market in West Jakarta, Indonesia. The study applies the SWOT analysis technique, which is then augmented with internal–external (IE) matrix analysis. The study’s findings indicate that, given present opportunities and threats, the best course of action is to focus on supporting growth and advancement. The strategy used in this case is vertical integration and market development. This study investigates the benefits and drawbacks of flower traders’ conditions. The strategy decision is to use digital marketing to expand market reach while also searching out and creating partnerships with new flower suppliers to maintain a steady supply of flowers. This study has managerial implications for establishing the sustainability of micro, small, and medium-sized businesses (MSMEs), particularly in the flower industry. The digital marketing concept requires the use and optimization of several ways or channels to develop, shape, and capture demand for flowers. broader. The key constraint of this study is the addition of new flower markets to improve the study’s conclusions. Furthermore, an initial assessment of the flower dealers’ digital marketing proficiency is required to better understand their individual needs.