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All Journal Jurnal Kewirausahaan dan Inovasi
Khanza, Adillah Dhianida
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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Formulation of Business Development Strategies to Achieve Competitive Advantage Khanza, Adillah Dhianida; Fakhri, Erie Awalil
Jurnal Kewirausahaan dan Inovasi Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2025.04.4.25

Abstract

The rapid growth of the creative industry in Indonesia highlights the urgent need for busi-ness development strategies that can help small and medium enterprises remain competi-tive and sustainable. This qualitative study focuses on business development planning for Candyco Handmade Crochet. It identifies three main challenges faced by Candyco: lim-ited marketing strategies, production management causing stock imbalances, and signifi-cant competition from similar businesses offering diverse products at competitive prices. The research analyzes data to propose a comprehensive market development strategy emphasizing innovative marketing through live shopping, efficient production manage-ment, and better brand differentiation. The findings reveal that the strategies increase the opportunities for Candyco to expand market reach, achieve revenue targets, and improve competitiveness in the handmade crochet sector. This study is expected to contribute to business development planning in the creative industry and provide effective standard operating procedures (SOP) for Candyco’s operational activities. Moreover, the results can serve as a practical reference for other creative SMEs seeking to strengthen market posi-tioning and achieve sustainable growth.
Co-Authors Fakhri, Erie Awalil