Assistance in Production and Marketing Management at Bakso Tahu Tisha Business to Increase Sales and Welfare

Abstract

The wave of layoffs at PT. Indah Kiat Pulp & Paper due to economic pressures and industry competition has pushed affected employees, especially local employees, to seek alternative livelihoods. Many of them chose the entrepreneurial path by establishing Micro, Small, and Medium Enterprises (MSMEs) using severance pay as initial capital, as illustrated by the case of Mr. Widodo who founded the Bakso Tahu Tisha business. Although driven by the desire to be financially independent, these new MSMEs face significant challenges, including difficulties in obtaining quality raw materials at affordable prices, tight market competition, marketing constraints to expand product reach, and maintaining financial stability and personal health. This article aims to analyze the challenges faced by MSMEs established by former employees after being laid off, focusing on the case study of Bakso Tahu Tisha. Furthermore, this paper offers a contribution of thought in the form of optimization strategies in the fields of marketing and production as a fundamental key to overcoming existing obstacles, increasing competitiveness, expanding market reach, and ensuring the sustainability of these MSME businesses in the midst of a competitive business environment.