PENINGKATAN DAYA SAING USAHA TAPE KETAN PAMELLA

Abstrak / Ringkasan

Tape Ketan is a typical food from Kuningan West Java which is often used as souvenirs. One of the pioneers
of business is Pamella. Pamella exist since 1996, and until now still able to maintain its existence. So many
entrepreneurs Tape Ketan today, demand Pamella to improve competitiveness by implementing the right
competitive strategies, to have superiority over the competitors. This research purpose, to know a
competitive position, alternative strategy planing, and strategy priorities the right to be implemented in
business Tape Ketan Pamella. The analysis is the qualitative analysis and quantitative analysis. Qualitative
Analysis uses descriptive methods, while quantitative analysis uses matriks EFE (External Factor
Evaluation) to know the primary opportunities and threats for company, matriks IFE (Internal Factor
Evaluation) to know the primary strengths and weaknesses of owned company, matrix IE (Internal?Exsternal) and SWOT (Strenght, Weakness, Opportunity, and Threat ) for alternative planning strategic
and matriks QSPM (Quantitative Strategic Planning) for determination priority strategic. Based on
research results known as the primary opportunity the biggest market opportunities outside the region,
the main of threat is the minimal source of labor available, the main of strength is quality of raw materials is
maintained and the main of weaknesses is still weak financial management. The result of the mapping can
be known Pamella competitive position in cell V, which means Pamella at the stage survive and maintain.
Besides, got nine alternative strategies and which become priority strategy whit a value Total Attractive Score
the highest is to maintain and improve product quality

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