KELAYAKAN USAHA DAN STRATEGI PEMASARAN BOLO BOLU MELALUI PENDEKATAN STUDI KASUS DAN SYSTEMATIC LITERATURE REVIEW (SLR)

Abstract

Micro enterprises in the culinary sector offer promising opportunities, but their sustainability largely depends on sound financial management and appropriate marketing strategies. This study aims to evaluate the business feasibility of Bolo Bolu and identify suitable marketing strategies based on its actual business conditions. A descriptive qualitative case study was conducted and complemented by a Systematic Literature Review (SLR). The literature review examined 21 SINTA-indexed national journal articles published between 2022 and 2025 using the PRISMA framework to ensure the relevance of previous studies discussing SWOT analysis, Break Even Point (BEP), Return on Investment (ROI), Profitability Index (PI), and marketing strategies for culinary micro enterprises. Primary data were obtained from the company's financial records, including income statements, cash flow reports, balance sheets, and operational documentation. The findings indicate that Bolo Bolu reaches its Break Even Point at approximately 652 product packages, equivalent to around 13 selling days with an average sales volume of 50 packages per day. The calculated monthly ROI of 66.7% and PI value of 2.0 demonstrate that the business is financially feasible and has good development potential. The SWOT analysis further reveals that product quality, affordable pricing, and hygienic production processes are the company's main strengths, while limited production capacity and weak brand recognition remain its primary challenges. Strengthening digital marketing activities through social media and improving brand visibility are therefore considered the most appropriate strategies to enhance competitiveness and expand market reach.