Strategic Development of Creative Publishing SMEs Through SWOT–IFAS–EFAS Analysis: Evidence from PT. Zivana Media Kreatif Surabaya
Abstract
The rapid growth of Indonesia’s creative industry has been accompanied by increasing demand for creative and educational products, creating both opportunities and challenges for businesses operating in this sector PT. Zivana Media Kreatif, a publishing company specializing in educational media for early childhood education in Surabaya, has experienced several strategic challenges, including intensifying market competition, limited human resources in the production division, and product plagiarism that threatens the company’s competitiveness and long- term sustainability. These conditions highlight the need for an appropriate development strategy capable of strengthening the company’s competitive position. This study aims to analyze the internal and external factors influencing PT. Zivana Media Kreatif and to formulate an appropriate development strategy using SWOT analysis. The research employed a qualitative descriptive approach. Data were collected through observations, semi structured interviews, and documentation involving purposively selected informants with direct knowledge and involvement in the company’s operations. The analytical process consisted of identifying strengths, weaknesses, opportunities, and threats using the Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), SWOT Matrix, and SWOT Diagram. The findings indicate that the company’s strategic development should focus on leveraging its internal strengths, enhancing innovation in educational publishing products, expanding market opportunities, improving operational capabilities, and strengthening intellectual property protection to mitigate plagiarism risks. These strategies are expected to improve the company’s competitiveness while supporting sustainable business growth within Indonesia’s creative industry.
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