The objective of this investigation is to employ a SWOT analysis approach to evaluate the impact of brand awareness and the implementation of environmentally friendly packaging on the selling value of banana crackers manufactured by MSMEs in Tabanan, Bali. Tabanan's banana snack MSMEs are hindered by a lack of brand recognition and environmentally unfriendly packaging, despite their substantial market potential. As a result of this investigation, numerous opportunities, threats, strengths, and shortcomings that influence product competitiveness were identified. The analysis' findings indicate that the attractiveness of a product can be enhanced by increasing brand awareness through the use of environmentally responsible packaging and a more appealing logo design. Consequently, in order to satisfy the demands of consumers who are becoming more cognizant of sustainability concerns, MSMEs must enhance their branding and substitute plastic packaging with alternative, environmentally favorable materials. The study also suggests the implementation of e-commerce platforms and digital marketing to broaden the market. It is anticipated that the implementation of these strategies will enhance the selling value of Tabanan banana snacks in domestic markets.