The aim of this study is to obtain detailed description of the strategy of Department of Trade and Industry in
the empowerment of SMEs in the assisted cake production village in Penjaringan Sari, Rungkut Surabaya. This study
used a qualitative research method with a descriptive analaysis. This research was conducted in Disperdagin of
Surabaya and Penjaringan Sari Rungkut Surabaya because there is a quality cake production village. In this
mechanical determination of informants used purposive sampling technique and it was developed into snowball
sampling. Data collection obtained through deep interview, observation and documentation. For data analysis, the
researcher used data reduction, data display and drawing conclusion. Mechanical inspection and validity of data used
source triangulation. This study find that the strategy is used by Disperdagin of Surabaya in the empowerment of SMEs
in the assisted cake production village uses intensive strategy, through product development strategy, market
development strategy and market penetration strategy. Disperdagin of Surabaya not only uses strategy to improve
product and marketing of SMEs, but also uses technology improvement strategy and the strategy for improving the
subject management of SMEs.