Competitive Strategy Analysis at Mutiara Collection
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Abstract
This research aims to determine the competitive strategy at Mutiara Collection and alternative strategies that can be implemented in facing competition. The population in this research are business owners and all employees who work at Mutiara Collection. Meanwhile, the sample in this study consisted of 7 people with the data analysis technique used an analysis of the internal and external environment using the IFAS and EFAS Matrix so that alternative strategies can be formulated that can be carried out by Mutiara Collection. The results of the research SWOT analysis show that the Mutiara Coollection business with its Strengths, weaknesses, opportunities and threats, if mapped into the SWOT matrix, means the company is in quadrant I which supports an aggressive strategy by emphasizing the utilization of Strengths and opportunities in the external environment with a focus on maintaining quality. products, competitive prices, as well as strategies to increase promotion and brand awareness
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