Implementation Strategic Planning Tools in Small Business. A Case of “SDS” Dump Truck Rental Enterprise

The strategic planning process is crucial for businesses. However, many MSMEs do not adopt it as they are lack of a clear strategy and focuses only on daily routine. SDS, a heavy equipment rental business including dump trucks, has experienced stagnant revenue for the past five years due to the lack of a clear strategy to face the competition. This study aims to analyze the internal and external conditions of SDS and determine appropriate strategies to increase its revenue and competitiveness. Primary data was collected through interviews, while secondary data was obtained from documentation. Internal analysis using the Business Model Canvas identified strengths and weaknesses, while external analysis mapped opportunities and threats. The SWOT analysis generated four strategic alternatives (S-O, S-T, W-O, and W-T), which were then prioritized through analysis and discussions with the owner based on costs, actual resource readiness, and internal capabilities. This study recommends three main strategies: enhancing relationship marketing, expanding and activating digital promotions, and optimizing operational reserve management.