HAMMER SHOES BUSINESS DEVELOPMENT STRATEGY AT PGRI WLINGI VOCATIONAL SCHOOL USING SWOT ANALYSIS

Abstract

This research is motivated by the importance of developing local education-based businesses as an effort to improve the regional economy amidst the intense competition in the creative industry, particularly the footwear sector. Although the shoe industry has great potential, many small businesses still face limitations in capital, marketing, and innovation. This study focuses on Hammer Shoes, a shoe factory operating under the auspices of SMK PGRI Wlingi, Blitar Regency, as an example of a school-based entrepreneurship model. The purpose of this study is to analyze the internal and external factors that influence the Hammer Shoes business and formulate an appropriate development strategy. The study uses qualitative methods with data collection techniques through observation, interviews, and documentation with the Principal, the Head of the BKK Division who is also the Head of Hammer Shoes, and PKWU Teachers who also play a management role. Data analysis is carried out through reduction, presentation, and drawing conclusions using the SWOT approach to identify the business's strengths, weaknesses, opportunities, and threats. The results show that Hammer Shoes has strengths in skilled human resources, production facility support, and the school's brand image, but faces weaknesses in financial management and marketing experience. Opportunities arise from the school's internal market, e-commerce platforms, and routine promotional activities, while threats come from competition from large manufacturers and changing fashion trends. Suggested development strategies include product innovation, market expansion, increased digital promotion, and the establishment of independent financial units.