ABSTRACT
This paper provides the formulation of the most suitable strategy for Small-Medium Enterprises (SMEs) in Indonesia such as bakeries to make their business grow. For the analysis, H’s Bakery was chosen as the research object, as one of the SMEs in the bakery business. To get the most suitable strategy, internal and external analysis is done using some helping tools based on the literature reviews. Then, the results are used for the strategy formulation by using the Organic and Inorganic Growth approach and Quantitative Strategic Planning Matrix with Ansoff Matrix as the base of the alternative strategies. From the analysis, it is defined that market development strategy is chosen as the main strategy and is supported by joint venture strategy to maximize the implementation of the strategy. Some strategic actions will then be explained through Diamond Strategy and Marketing Mix, so it is easy to understand and be applied by the owner of the business.
