Analisis Swot dalam Upaya Meningkatkan Keunggulan Bersaing Usaha Kecil Menengah ( Studi pada Burger Al Barokah Jalan Dr.Mansyur Nomor 71 Medan )

Abstract

Burger Al-Barokah a small business that started its business in 2008, located in front of the pool Selayang Dr.Mansyur Medan. Burger Al-Barokah selling burgers with a variety of menu choices and affordable prices. Research goal is to determine a strategy that can used by Burger Al-Barokah an effort to increase competitive advantage. Type of research using qualitative descriptive research data was collected trough primary data, the data is then analyzed using qualitative descriptive method is to analyze aspects of the SWOT matrix weighting, internal and external. Next SWOT analysis as a basis of reference for Burger Al-Barokah in determining and setting the competitive strategy. The results showed that Burger Al-Barakah have a good value in the position of strength and have a good value in the position of opportunities. Therefore concluded that the competitive position of the Burger Al-Barokah according to SWOT diagram are in the first quadrant (aggressive) which indicates the business has many strengths and opportunities that encourage the utilization of these opportunities.