Increasing the Business Competitiveness of “Brownies Buah Boome”

Bumiarsa Hanggoro, Anita Primaswari Widhiani () and Mohamad Syamsul Ma’arif
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Bumiarsa Hanggoro: IPB University, School of Business
Anita Primaswari Widhiani: IPB University, School of Business
Mohamad Syamsul Ma’arif: IPB University, School of Business

A chapter in Proceedings of the Business Innovation and Engineering Conference (BIEC 2022), 2023, pp 133-137 from Springer

Abstract: Abstract “Brownies Buah BOOME” is the producer of affordable nutritious fruit filled brownies in Bekasi. They encounter fierce competition due to the availability many similar products in the area. Some of its competitors has the benefit of early entry to the market and has captive market. The Covid-19 pandemic affects its sales during the early days of the pandemic. This study aims to determine the competitiveness of “Brownies Buah BOOME” and identify ways to increase its competitiveness. Data collected from September 2021 to March 2022 through a series of interviews with the owner and customers. This study uses qualitative research methods with descriptive analysis techniques. The business is evaluated by the five factors of competitiveness: cost, quality, flexibility, delivery, and innovation. The results show that the business is competitive enough in terms of quality, flexibility, delivery and innovation. But the business needs to pay attention to the competitiveness factor of cost. We find that the business needs to reduce waster of materials in order to be more competitive.

Keywords: Brownies; Competitiveness; Five factors of competitiveness (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-144-9_13

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DOI: 10.2991/978-94-6463-144-9_13

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