Kirana Tour and Travel MSME Go International Strategy withSWOT Analysis

Abstract

This research aims to formulate an international
expansion strategy for Kirana Tour and Travel, a
Small and Medium Enterprise (SME) in the tourism
industry in Indonesia, utilizing a SWOT Analysis
approach. Kirana Tour and Travel is an SME
operating in the tourism sector in Indonesia. This
study employs a qualitative approach with data
collection through interviews with business
owners, direct observation, and documentation.
The results of the SWOT analysis indicate that
Kirana Tour and Travel has significant potential for
international expansion, but also faces several
challenges that need to be addressed. Internal
strengths of the company, such as a good
reputation, extensive network, and quality service,
serve as assets to leverage in facing global
competition. However, there are also internal
weaknesses that need to be addressed, such as
limited resources and a lack of experience in
international markets. Based on the SWOT
analysis, recommended international expansion
strategies for Kirana Tour and Travel include
product and service diversification, enhanced
digital marketing, strategic partnership
development with international travel agencies,
and enhancing employee competencies related to
the global market. The implementation of these
strategies is expected to increase the global
presence of Kirana Tour and Travel and mitigate
risks associated with international expansion for
SMEs