Formulation of Business Strategies to Enhance Competitiveness at Zazil Bakery Store Maros

Tenri Tajeng ()
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Tenri Tajeng: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 49-63 from Springer

Abstract: Abstract This research aims to formulate an appropriate business strategy to enhance the competitiveness of Zazil Bakery Maros. The bakery business competition in Maros Regency has become increasingly intense with the emergence of many similar enterprises, requiring Zazil Bakery to develop effective strategies to survive and grow. The study employs a descriptive qualitative approach, with data collected through observation, interviews, and documentation. Data analysis is conducted using SWOT analysis to identify the company’s strengths, weaknesses, opportunities, and threats. The results indicate that the main strengths of Zazil Bakery lie in its high-quality products, simple production process, and diverse bread variations, while its weaknesses include short product shelf life and relatively high prices. The opportunities come from its strategic location and the growing consumer interest in bakery products, whereas threats arise from the high level of competition and the entry of new competitors. Based on the results of the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS), the IFAS score of 2.883 indicates that the company’s internal condition is fairly strong. Therefore, the most suitable strategy to implement is the SO (Strength–Opportunities) strategy, which focuses on utilizing the company’s strengths to seize market opportunities by improving product quality, expanding online marketing, and maintaining customer loyalty.

Keywords: Business Strategy; Competitiveness; SWOT Analysis (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-709-5_5

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