Abstract

This study investigates the dynamics of brick-and-mortar versus click-and-mortar microbusinesses, focusing on the strengths, weaknesses, opportunities, and threats (SWOT) within the local context of Balayan. Ten purposively sampled microbusiness entrepreneurs were examined using the SWOT method. The findings underscore the significance of product assessment, communication, and customer experiences in cultivating trust. Sensory experiences and competitive pricing emerge as strengths, while challenges such as poor sales necessitate strategic interventions. External factors, particularly technological advancements, exert influence on the retail landscape. Key strategies include competitive pricing, flexibility, and an understanding of customer behavior. The study highlights growth potential in tailored experiences but acknowledges the risks posed by e-commerce competition. Additionally, a SWOT strategic plan is developed to leverage internal and external strengths and opportunities while mitigating weaknesses and threats.