Peningkatan Daya Saing Pengrajin Pande Besi Di Desa Klari Pada Era New Normal

The COVID-19 pandemic led to a decline in the performance of blacksmith businesses in Klari Village, both in terms of sales and competitiveness, requiring craftsmen to adapt to the new normal era. Therefore, a strategic analysis is needed to identify internal and external factors in order to formulate sustainable competitiveness improvement strategies. His study aims to analyze the impact of the pandemic on blacksmith craftsmen businesses in Klari Village, Karanggede District, Boyolali Regency and to formulate strategies to enhance business competitiveness. The pandemic caused a decline in demand, reduced production volume, increased raw material costs, and decreased craftsmen income. This research employed a qualitative descriptive approach with data collected through observation, interviews, and documentation. Data analysis was conducted using SWOT analysis supported by IFAS and EFAS matrices to identify internal and external factors affecting the craftsmen’s businesses. The results indicate that blacksmith craftsmen possess internal strengths such as inherited skills, good product quality, and production flexibility, while the main weaknesses include limited capital, simple production technology, and weak marketing. Externally, opportunities remain available through sustained demand for agricultural tools and government support programs for MSMEs, despite threats from factory-made product competition and raw material price fluctuations. The recommended strategy is a strength–opportunity based strategy focusing on improving product quality, expanding marketing, and strengthening cooperation among craftsmen. These strategies are expected to enhance competitiveness and ensure the sustainability of blacksmith craftsmen businesses in the post-pandemic period