ABSTRACT
Tipa-Tipa is a typical food from Toba Regency designed as souvenir. One of the districts in Toba Regency, Sigumpar, is the home to 16 SMEs (in the form of Small to Medium Enterprises) which produce Tipa-Tipa. Data shows that Tipa-Tipa does not experience any development, both in serving and marketing methods. Thus, leaving an underdeveloped market segment for Tipa-Tipa. The Lake Toba Area is one of the National Tourism Strategic Areas (Kawasan Strategis Pariwisata Nasional, KSPN), which provides opportunities to develop local culture and attract tourists. Therefore, business owner should have a strategy to compete in the snacks and souvenirs market and harness the opportunities from being in the location of the KSPN. The methods involved in formulating the strategy recommendations are mixed techniques with Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE) and Strengths, Weaknesses, Opportunities, and Threats (SWOT). From the analysis, it is known that SMEs are in Grow and Build position so they need a new strategy, where there are 3 alternative strategies that can be used.
