Analysis of Competitive Strategy Development Using Meta-SWOT Approach in PT. Velesia

DOI

10.2991/aebmr.k.220128.009How to use a DOI?

Keywords

Strategy Development; Competitive Strategy; Internal Environment; External Environment; IFE Matrix; EFE Matrix; Resource Based View; PESTEL; Meta-SWOT; Grand Strategy Matrix

Abstract

The rapid development of the craft and fashion industry has made business competition in the industry more competitive. It makes businesspeople have to develop strategies to survive and win the competition. This study aims to analyze and determine the development of a competitive strategy that is appropriate for the company. Data were obtained from observation, in-depth interviews, questionnaires, documentation, and literature studies. This study used four informants, namely the head of the branch of PT. Velesia, head of general affairs/ HRD of PT. Velesia, marketing helper staff of PT. Velesia and director of a major competitor (CV. Bhumi Cipta Mandiri). The analytical technique used in this study is Meta-SWOT analysis which analyzes internal factors with a resource-based view analysis and external factors with PESTEL analysis. Based on the results of the Meta-SWOT analysis, the quadrant position of PT. Velesia is in quadrant I of the grand strategy matrix, which indicates the right competitive strategy for PT. Velesia is market penetration, market development and product development. The penetration strategy that can be done by PT. Velesia increases promotions, maintains prices, adds workers, and cooperates with other companies. The market development strategy that the company can do is to expand the market segment targeted by the company. Product development strategy that can be done by PT. Velesia is conducting market research on the types of bag products that are becoming a trend, creating new product lines, improving product quality, strengthening product values and collaborating with designers.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Christin Susilowati
AU  - Muhammad Rambang Sinuling
PY  - 2022
DA  - 2022/01/28
TI  - Analysis of Competitive Strategy Development Using Meta-SWOT Approach in PT. Velesia
BT  - Proceedings of the Brawijaya International Conference on Economics, Business and Finance 2021 (BICEBF 2021)
PB  - Atlantis Press
SP  - 61
EP  - 65
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220128.009
DO  - 10.2991/aebmr.k.220128.009
ID  - Susilowati2022
ER  -