Abstract. The food and beverage industry in the scale of micro, small and medium enterprises (MSMEs) annually experiences a gross domestic product (GDP) growth of 6.77%. One of the MSME foods is the Bolu Mak Ecih Indramayu company. The Mak Ecih cake company is still having problems with the narrow way of marketing products, lack of development innovation, resulting in decreased sales and the company lags behind. Based on these problems, a study was carried out with the following objectives (1) indicators in the SWOT analysis (2) determining the priority of company quality improvement (3) company development strategy. The method used is a SWOT analysis and Quality Function Deployment (QFD). The results show that (1) the position of the company in the SWOT analysis diagram is in quadrant I (supporting aggressive strategy), it shows the company is in growth and development (Grow and Build) (2) The priority for improving the quality of the company is company services in the form of marketing expansion (3) the design of a company development strategy, namely opening branches or company outlets, marketing products on social media and e-commerce and conducting promotions at certain times.Keywords: SWOT analysis, Quality Function Deployment, Grow and Build.Abstrak. Industri makanan dan minuman dalam skala usaha mikro, kecil dan menengah (UMKM) setiap tahunnya mengalami pertumbuhan produk domestik bruto (PDB) sebesar 6,77%. Salah satu UMKM makanan yaitu perusahaan Bolu Mak Ecih Indramayu. Perusahaan bolu mak Ecih masih mengalami permasalahan yaitu sempitnya pemasaran produk, kurangnya inovasi pengembangan produk, sehingga terjadinya penurunan penjualan serta perusahaan mengalami ketertinggalan. Berdasarkan permasalahan tersebut maka dilakukan penelitian dengan tujuan berikut (1) mengetahui posisi perusahaan dalam analisis SWOT (2) menentukan prioritas perbaikan kualitas perusahaan (3) merancang strategi pengembangan perusahaan. Metode yang digunakan adalah analisis SWOT dan Quality Function Deployment (QFD). Hasil penelitian menunjukkan bahwa (1) posisi perusahaan pada diagram analisis SWOT berada pada kwadran I (mendukung strategi agresif) menunjukan perusahaan dalam pertumbuhan dan pembangunan (Grow and Build) (2) Prioritas perbaikan kualitas perusahaan yaitu pelayanan perusahaan berupa memperluas pemasaran (3) Usulan rancangan strategi pengembangan perusahaan yaitu membuka cabang perusahaan, memasarkan produk di media sosial dan e-commerce serta melakukan promosi di waktu tertentu.Kata Kunci:  Analisis SWOT, Quality Function Deployment, Pertumbuhan dan Pembangunan.