Currently, the development of the business world is increasingly rapid. This can be seen from the emergence of many new MSMEs in society. One of them is Tayamum Crackers MSME. This research aims to identify the characteristics of business actors and workers, analyze Internal & External factors and recommend marketing strategies. The sample determination method was purposive sampling with a total of 6 respondents. Primary data was collected by means of interviews assisted by using a questionnaire. The first objective was analyzed descriptively qualitatively, the second objective used IFAS and EFAS Matrix analysis, and the third objective used SWOT analysis. The results of this research show that 1) The characteristics of Tayamum Crackers business actors and workers are that their age is between 30 - 49 years. Gender is dominated by women. The education level of business actors is S1, for workers it is SMA/SMK. Business experience ranges from 8-27 years. 2) Kerupuk Tayamum has internal strength, and in the EFAS analysis Kerupuk Tayamum has quite dominant opportunities. 3) The recommended marketing strategy that can be obtained is the S-O Strategy.