This study was conducted to analyze

the marketing mix as well as the internal and

external environmental conditions in Eni Jaya’s

Salted Egg business. This study uses a qualitative

approach. Research respondents are the

perpetrators of Salted Egg SMEs Eni Jaya in the

village of Limbangan Wetan, Brebes Regency,

Central Java Province, Indonesia. Data

collection techniques using interviews and

documentation. SWOT analysis was used to

analyze the collected data. The results of internal

analysis (IFAS) and external analysis (EFAS)

show that they are in quadrant II area. Thus, the

right strategy is market diversification. SWOT

analysis produces several strategies that can be

applied, namely: 1). Produce quality products

and different flavor variants as well as attractive

packaging displays at relatively low prices. 2).

Display packaging is good for advertising on the

internet. 3). Increase promotional activities

through internet networks and customer

assistance. 4) Optimizing the existing workforce

by providing financial training and promotions.

5) Conduct new innovations and increase

engagement with duck egg breeders. 6)

Cooperating with the government to maintain

price stability. 7). Cooperating with the

government to conduct administrative/financial

training for Eni Jaya’s Salted Egg business. 8).

Reactivate the salted egg business group.