ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulStrategi Membangun Keunggulan Bersaing Pada Industri Roti Happy Bread Di Kota Palu |
| Nama: GOMER TAMMA |
| Tahun: 2020 |
| Abstrak The objectives of this research were: 1) to identify the internal and the external factors that influenced the competitive advantage of the bread industry of Happy Bread Industry and 2) to analyze the appropriate alternative strategies to be applied in estabilishing the competitive advantage of the Bread Industry of Happy Bread industry in Palu City. The Industry was consisted of 8 respondents, they were the Head of Industry (Director), The Administors, an HRD Manager, a Salesman, 2 Consumers, a Competitive Owner, and an employee of Industry and Trade Office in Palu City. The used analyses in this research were descriptive and SWOT analysis. The result of the analysis indicated that Product, Price, Place, and Promotion became the factors affecting the internal industry of Happy Bread; while the competitors, new competitors, substiute products, supplier bargaining power, and buyer bargaining power became the external factors. The strategies of estabilishing competitive advantage of Happy Bread Industry was in the SO strategy, it was quadrant I, where in this position the opportunities were utilized by using the power it had. There were alternative strategies, such as: (a) exerting the available market opprtunities, product demand tend to increase with affordable product prices; (b) maintaining a variety of flavors and quality products for the consumer tastes; (c) expanding distribution networks and improving product promotion systems by using existing promotional media; and (d) increasing the amount of production so that the tendency of increase in consumer demands can maximally be fulfilled. Keywords: Competitive Strategy, Happy Bread Industry, SWOT Analysis |