Business Strategy Development and Performance Improvement in a Family-Owned Florist SME: A Case Study of TripleN Florist in Medan, Indonesia

Abstract

Family-owned small and medium-sized enterprises (SMEs) play a significant role in supporting local economic activity, particularly in service-based and creative industries. Despite their importance, many family businesses encounter persistent challenges related to limited digital marketing adoption and operational inefficiencies, which hinder sales growth and long-term sustainability. This study analyzes the business strategy of TripleN Florist, a family-owned florist SME operating in Medan, Indonesia, with the aim of identifying practical strategies to improve sales performance. Using a qualitative case study approach, data were collected through in-depth interviews with the business owner, direct observation, and analysis of internal business documents. Several analytical tools were applied, including the Business Model Canvas, marketing mix analysis, SWOT analysis, IFAS–EFAS matrices, and the TOWS matrix. The findings indicate that while TripleN Florist benefits from strong service quality, diverse product offerings, and extensive business networks, its performance is constrained by limited utilization of digital marketing and inefficiencies in production capacity and material management. This study proposes managerial-oriented strategies focusing on digital marketing strengthening and operational efficiency improvement to enhance sales performance and business sustainability