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All Journal OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Jojo, ARI ALYADI
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Economics, Econometrics & Finance Education Social Sciences

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IMPLEMENTASI COMPETITIVE STRATEGY MELALUI PENDEKATAN ANALISIS SWOT DALAM MENINGKATKAN PENJUALAN SURABI KANG AYI BANDUNG Jojo, ARI ALYADI; Tiris Sudrartono, Tiris Sudrartono
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 8 No 2 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

This research was conducted on the traditional food business Surabi Kang Ayi Bandung City, this objective aims to find out to analyze the right strategy to be able to increase sales volume and to optimize the competitiveness of Surabi Kang Ayi Products with other competitors, which is analyzed using the SWOT analysis method. This study used qualitative research methods. The use of this qualitative method is accompanied by the descriptive analysis method which aims to explain and describe the data collected by providing explanations and recording all important information from a phenomenon under study so that a true picture of the phenomenon is obtained. The results of this study found that in an effort to increase its sales volume, Kang ayi surabi can implement several strategies, namely by improving the quality of its products, increasing online promotions, and differentiating its products by creating flavors, qualities and variants of surabi that are different from its competitors.
Co-Authors Tiris Sudrartono, Tiris Sudrartono