ANALYSIS OF THE COMPETITIVE STRATEGY OF PERCAYA DIRI TOFU FACTORY IN UTAN JAYA VILLAGE, CIPAYUNG DISTRICT, DEPOK CITY

Mujito Mujito; Tika Kartika Asri; Eidelweijs Andririnjani Putri

doi:10.62567/micjo.v3i3.2810

Authors

Mujito Mujito Institut Teknologi dan Bisnis Dewantara
Tika Kartika Asri Institut Teknologi dan Bisnis Dewantara
Eidelweijs Andririnjani Putri Institut Teknologi dan Bisnis Dewantara

DOI:

https://doi.org/10.62567/micjo.v3i3.2810

Keywords:

Competitive Strategy, SWOT Analysis, Business Development, Tofu Factory

Abstract

This study aims to analyze the internal and external business environment and determine the priority competitive strategy for the Percaya Diri Tofu Factory located in Utan Jaya Village, Cipayung District, Depok City. A descriptive qualitative approach was employed using SWOT analysis as the analytical tool. The findings reveal that the company's main strength is its strong customer relationships (score 0.51), while its primary weakness is the absence of a flagship product (score 0.42). The main opportunities include a broad market share and high customer loyalty (score 0.46), whereas the major threats are intense competition and fluctuating raw material prices (score 0.22). Based on the IFE, EFE, and SWOT analyses, the recommended strategy is business development to enhance the company's competitive advantage.

Downloads

Download data is not yet available.

References

Assauri, S. (2017). Strategic Management: Sustainable Competitive Advantages. Jakarta: Rajawali Pers.

Buchory, H. A., & Saladin, D. (2016). Manajemen Pemasaran. Bandung: Linda Karya.

David, F. R. (2017). Strategic Management: A Competitive Advantage Approach, Concepts and Cases (16th ed.). Boston: Pearson Education.

Ferrell, O. C., & Hartline, M. D. (2005). Marketing Strategy (3rd ed.). Mason, OH: Thomson South-Western.

Galavan, R. (2014). Doing Business Strategy. Dublin: NuBooks.

Ilyas, Y., & Mujito. (2023). Manajemen strategik: Implementasi strategi dalam organisasi dan bisnis. Selat Media.

Jauch, L. R., & Glueck, W. F. (1999). Strategic Management and Business Policy. New York: McGraw-Hill

Khoirul Umam. (2019). Manajemen Strategik. Bandung: CV Pustaka Setia.

Krisnandi, H., Efendi, S., & Sugiono, E. (2019). Pengantar Manajemen. Jakarta: LPU-UNAS.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Harlow: Pearson Education Limited.

Mujito. (2023). Manajemen strategik: Dengan pendekatan analisis SWOT. Banyumas: Wawasan Ilmu.

Mujito, & Aminudin. (2025). Analisis SWOT dalam manajemen strategi: Panduan teoritis dan praktis. EDU Publisher.

Pearce, J. A., & Robinson, R. B. (2015). Strategic Management: Planning for Domestic and Global Competition. New York: McGraw-Hill Education.

Purwanto, A. (2017). Manajemen Strategi. Jakarta: Mitra Wacana Media.

Rangkuti, F. (2016). Analisis SWOT: Teknik Membedah Kasus Bisnis. Jakarta: PT Gramedia Pustaka Utama.

Sari, D., et al. (2021). Manajemen Strategik. Jakarta: Yayasan Kita Menulis.

Scott, W. R. (2013). Organizations and Organizing: Rational, Natural, and Open Systems Perspectives. New York: Routledge.

Susanto, A. B. (2014). Manajemen Strategik Komprehensif. Jakarta: Erlangga.

Umar, H. (2017). Strategic Management in Action. Jakarta: PT Gramedia Pustaka Utama.

Yudiaris. (2015). Analisis Lingkungan Bisnis dan Strategi Perusahaan. Jakarta: Salemba Empat.

Hender, K. K. (2022). Analisis Strategi Pengembangan Usaha Tahu dan Tempe di UMKM Andi Mappatoba Kecamatan Malinau Kota Kabupaten Malinau. Universitas Borneo Tarakan.

Monique, E. P., & Nasution, S. (2020). Analisis Strategi Pengembangan Usaha Tahu Teguh Pribadi di Bengkulu Tengah. Universitas Dehasen Bengkulu.

Purba, M. H. W., Hakim, L., & Wardhana, M. Y. (2020). Strategi Pengembangan Industri Kecil Tahu Solo di Desa Punge Blang Cut Kecamatan Meuraxa Kota Banda Aceh.