Decoding the Flavor of Success: A Comprehensive Strategic Analysis of Rines MSME – A Soybean Snack Producer from Mojokerto

Rines is a micro, small, and medium enterprise (MSME) which produces specialty snacks from the Mojokerto area, soybean chips. This study aims to examine internal and external factors influencing the business, and thus, provides an insight into the business’s current state to devise an effective strategic framework. Employing mixed method research, data are collected through interviews, literature reviews, and questionnaires administered to key decision-makers within the business. The analysis incorporates several analytical instruments, including the Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, and Internal-External (IE) Matrix. The results of this research obtained that the IFE and EFE values were above the average, indicating that Rines had been able to control their internal and external factors. Then from IE matrix placing Rines in Quadrant I represents the category of growing and developing businesses (Grow and Build). The recommended strategies for Rines include intensive strategies and integrative strategies such as backward integration, forward integration, and horizontal integration.