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All Journal PENG: Jurnal Ekonomi dan Manajemen
Aufa Zulfikar Maulana
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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Analisis Manajemen Strategi Eksternal dan Internal dalam Pengembangan UMKM : Studi Kasus pada Es Teh Poci Tiara Apriani; Muhammad Gibran Siregar; Farhan Mukti Mutakin; Rafli Maulana Yusuf; Aufa Zulfikar Maulana; Siti Mardiana
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 4 (2025): Oktober-Desember, Integrating Environmental Economics and Business Innovation f
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/p21zf285

Abstract

This study aims to analyze the internal and external conditions of the Es Teh Poci business in Panyileukan, Bandung, as a strategic case study of a micro, small, and medium enterprise (MSME) in the soft drink sector. Using a descriptive qualitative approach, data were collected through semi-structured interviews with the business owner and supported by recent scholarly literature. The analysis employed several strategic frameworks, including PESTLE, Porter’s Five Forces, Competitor Mapping, Industry Matrix, EFAS, IFAS, IE Matrix, as well as internal analysis tools such as VRIO, Value Chain, Business Model Canvas, and TOWS Matrix. The findings reveal that Es Teh Poci has advantages in its distinctive taste, affordable pricing, and customer loyalty. However, it also faces challenges such as intense market competition and limited digital promotion. A differentiation strategy focused on product quality and service is essential to maintain its position in the local market. Based on the IE Matrix, the business is positioned in the “Grow and Build” quadrant, suggesting that efforts should be directed toward strengthening internal capabilities—particularly in digital marketing and product innovation—to seize external opportunities amid the rising trend of modern beverage consumption
Strategi dan Tantangan Ekspor Makanan Ringan Resep Cau ke Malaysia: Analisis Bisnis Internasional Hani Humaeriyah; Achmad Mansur Pauji; Annisa Pratiwi Sundari; Aufa Zulfikar Maulana; Fajar Yunawwirudin Haq; Muahammad Raka Alifian Firdaus; Wahidah Nazmi Lailia
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 1 (2026): Januari-maret, Circular Economy and Green Innovation for Sustainable Business D
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/dn4ev198

Abstract

Exporting snacks based on traditional recipes, such as "Resep Cau" (made from bananas), has significant potential to penetrate the Malaysian market, which shares similar tastes with Indonesia. This study aims to examine effective strategies and key challenges in exporting Resep Cau snacks to Malaysia within an international business context. The methods used were a desk study and qualitative analysis of relevant trade data, regulations, and export practices. The results indicate that prioritized strategies include product adaptation to local preferences, halal certification from a recognized Malaysian body, and optimization of distribution through digital platforms. Significant challenges include strict food import regulations, competition from local and Chinese products, and other non-tariff barriers
Co-Authors Achmad Mansur Pauji Annisa Pratiwi Sundari Fajar Yunawwirudin Haq Farhan Mukti Mutakin Hani Humaeriyah Muahammad Raka Alifian Firdaus Muhammad Gibran Siregar Rafli Maulana Yusuf Siti Mardiana Tiara Apriani Wahidah Nazmi Lailia