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SWOT Analysis as Strategy to Improve Competitiveness of Durian Pancake Medium Enterprises

Supriyanto Supriyanto, Iswandi Idris, Ruri Aditya Sari and Masniati Murni Ritonga

No 684h7, OSF Preprints from Center for Open Science

Abstract: One of the efforts that should be conducted by a businessman to compete in the global world is that understanding the situation and mastering market strategy. This study aimed to determine and analyze competitive strategies and improve competitive qualities contained based on SWOT analysis of strengths, weaknesses, opportunities and threats. This study conducted qualitative descriptive research. The data was obtained from observation, interview, and library study. The data were analysed based on IFAS matrix, EFAS matrix, SWOT diagram and SWOT Matrix. The results of this study indicate that durian pancake medium enterprise of SALINARY used product strategy and good service strategy to the customer. Business strategy was good enough but still need to do evaluation in more strategy to develop Durian pancake business. Based on SWOT Analysis, to improve the Quality of durian Pancake Business it was necessary to apply aggressive strategy or SO strategy. Therefore, Durian Pancake Enterprises could empower the opportunities to exist.

Date: 2018-10-15
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DOI: 10.31219/

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