Tempe H.B is a business that has 7 branches in South Kalimantan. This branch developed because of the support from the institution, namely the Nation Prayer Communication Forum, so that tempeh is widely known by the people of South Kalimantan. The popularity of these products poses a threat, namely the existence of counterfeit products. Counterfeit products are made in the same way as the original product, but have differences in the quality of tempeh. The emergence of these counterfeit products can affect income, because if consumers choose the wrong product, they will claim bad for the Original H.B. Tempe product. This is a business competition for the owner. So we need a good strategy. This strategy uses strategy formulation methods in strategic management, namely the EFE matrix, IFE matrix, IE matrix, and SWOT matrix, QSPM matrix. Based on the research results, the best alternative strategy that is most suitable to be applied is to expand the target market and add consumers to remote villages or areas outside Tanah Bumbu.