ANALISIS MANAJEMEN STRATEGI TERHADAP DAYA SAING PADA MINUMAN RINGAN STUDI KASUS PADA HOME INDUSTRY MELATI/JEKI

Abstract

         UMKM are one of the backbone of the Indonesian economy, this was evident when Indonesia succeeded in surviving the economic crisis in 1998. Large companies that were expected to survive at the time of the crisis failed. UMKM are small-scale, local scale community economic sectors, local resources and simple production processes and products sold on a local scale have made UMKM succeed in moving and surviving in the midst of the economic crisis. Melati Home Industry is one of the UMKM engaged in the specialty of Bangka drinks. This small and medium-sized business produces key orange drinks traditionally using human resources in the production process. Apart from the Home industry Melati there are many competitors who are engaged in the same field, namely in the field of Bangka specialty to be able to survive in this competition, namely in the field of typical Bangka drinks, Home Industry Melati must have a good business strategy.Therefore, to have a good business strategy and to be able to compete, Home Industry Melati must analyze several factors in order to determine business strategy, namely by analyzing the internal environment (finance, human resources, production, marketing), external environmental analysis (suppliers, consumers and competitors) and SWOT analysis (strengths, weaknesses, opportunities and threats).