Overview
This peer-reviewed open access article applies a SWOT strategy assessment to understand the livelihood and growth potential of mobile motorcycle vegetable traders (“Mpok Darling”) in Mataram City, Indonesia. Using trader-level evidence from 55 vendors across six sub-districts, the study maps what currently helps these MSMEs survive (customer proximity, freshness, convenience) and what holds them back (perishability losses and high mobility costs), then translates the results into practical strategies for sustainable income growth.
What the study covers
The research uses a qualitative descriptive design supported by interviews and field observations, then operationalises SWOT into an Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrix to identify priorities and strategic positioning.
The sampling frame covers Mpok Darling traders operating in Ampenan, Cakranegara, Mataram, Sandubaya, Sekarbela, and Selaparang, with quotas allocated proportionally per sub-district.
Key findings and insights
The study finds strong value in the Mpok Darling model: mobility creates customer convenience, helps traders reach neighborhoods far from markets, and supports same-day turnover that keeps products fresher.
- The biggest internal weaknesses are structural: unsold vegetables spoil and cannot be resold, and traders face high recurring costs from fuel and monthly motorbike servicing.
- The SWOT table highlights key strengths (e.g., customer network, strategic locations, complete daily-need items, clean selling containers, freshness) and key weaknesses (spoilage, fuel/maintenance costs, limited variety, higher prices than markets).
- Quantitatively, the overall IFE score is 2.59 (moderately strong internal position), while the EFE score is 2.19 (below-average response to external pressures).
- The main external threats are fuel price volatility, uncertain input/material prices, price-sensitive customers switching to cheaper sellers, and rising competition.
- The paper’s practical direction is clear: strengthen customer loyalty and demand using online channels (especially Facebook/WhatsApp), expand coverage areas strategically, and use differentiated delivery charges when distance increases costs.
Why this matters for organisations
For local governments, NGOs, and MSME support actors, this is a grounded example of how informal micro-retailers can improve resilience when interventions match real operating constraints. The study explicitly suggests policy and ecosystem actions such as fuel support or microfinance, improved infrastructure (roads/market facilities), and skills programs in business management, financial literacy, and digital marketing plus collaboration with supply chain actors and adoption of digital tools (payments/online platforms) to widen market reach and protect margins.
Publication Details
Title: A SWOT Analysis of Mobile Motorcycle Vegetable Traders and the Potential for Sustainable Income Growth in Mataram City
Authors: Triana Lidona Aprilani; Muhammad Habibullah Aminy; Dara Nida Utamie; Fathurrahman; Baiq Dewi Lita Andiana; Suci Emilia Fitri; Imam Radianto Anwar Setia Putra; Mochammad Fahlevi; Aulia Luqman Aziz
Journal: International Journal of Sustainable Development and Planning, Vol. 21, No. 1 (January 2026), pp. 199–208
Access: Open Access (CC BY 4.0)
