Business Development Strategies for Small-Scale Street Food Enterprises in Enhancing Market Competitiveness

Abstract

This community engagement initiative aims to enhance the market competitiveness and operational sustainability of small-scale street food enterprises operating near campus environments in South Jakarta. Small culinary businesses play a vital role in sustaining the local economy; however, traditional vendors frequently encounter critical operational bottlenecks, including limited financial literacy, reliance on conventional sales channels, inadequate product packaging, and a lack of digital marketing strategies. To address these barriers, a participatory direct-mentoring framework was executed through a structured process comprising baseline field observation, diagnostic needs identification via in-depth interviews, SWOT and 4P Marketing Mix strategic analysis, and targeted intervention. The mentorship focused on empowering business owners by introducing eco-friendly branded packaging, implementing structured daily financial bookkeeping, diversifying product offerings, and activating social media marketing channels. The results demonstrate that hands-on assistance significantly enhanced the partner's strategic understanding of brand identity, improved product hygiene standards, and optimized cash flow transparency. Furthermore, transitioning from sole reliance on conventional street-side transactions to active digital promotion expanded market accessibility and strengthened brand equity among university consumers. Overall, this initiative highlights the essential role of university-led community engagement in bridging academic expertise with grassroots economic needs, fostering long-term business resilience, and elevating the market position of small culinary enterprises.