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All Journal Jurnal Comparative : Ekonomi Dan Bisnis
Abiyyu, Muhammad Refi
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Economics, Econometrics & Finance

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ANALYSIS OF BUSINESS POLICY STRATEGIES ON CHICKEN WILLIAM MSMES IN BANDUNG CITY Nurianputri, Awfa Azka; Aldina, Aurellia Thania; Ayurizki, Nourani; Abiyyu, Muhammad Refi; Jaya, Fadi Nurrayhan
Jurnal Comparative: Ekonomi dan Bisnis Vol 7, No 1 (2025): February
Publisher : Univesitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/combis.v7i1.13161

Abstract

Micro, Small, and Medium Enterprises (MSMEs) significantly contribute to Indonesia's economic growth, especially in the Food & Beverage (F&B) sector, which represents 75% of MSMEs in Bandung City as of 2023. This study examines the business strategies of Chicken William MSME through qualitative methods, including interviews, FGDs, and secondary data. Using PESTEL, Porter’s Five Forces, and SWOT analyses, the study identifies challenges and opportunities. Findings highlight that product innovation, operational optimization, digital marketing, halal certification subsidies, and partner collaborations can enhance competitiveness. These strategies are also applicable to other MSMEs in the competitive F&B sector.
Co-Authors Aldina, Aurellia Thania Ayurizki, Nourani Jaya, Fadi Nurrayhan Nurianputri, Awfa Azka