| dc.description.abstract | In today's business world where business competition is fiercer, every
entrepreneur is required to be able to find and implement the strategies of
competing is right for his company, no exception for the Flash of the Gym, one of
the businesses in the field of fitness in Medan city that participating facing
business competition.
The purpose of this research is to find out and analyze qualitatively
competitive strategy what is appropriate and applicable to Flash Gym in the face
of competition.
This research was conducted using qualitative research methods through
three stages of analysis. The first stage, namely the stage input by using a matrix
of EFE matrix, IFE matrix, and CP, the second stage, namly the stage of matching
by using matrix SWOT matrix and IE and the third stage, namely the stage of
decision by using matrix QSP.
Based on the analysis of the input stage, the matrix IFE Flash Gym
produce a total score of 3.25, this means Flash Gym is located on the internal
position is strong, whereas the matrix EFE Flash Gym produce a total score of
2.4, this means external position Flash Gym was average. Based on the analysis
via matrix CP generated through the Flash Gym score of 2.7, whereas the Mulia
Gym of 2.6, indicating that Flash is superior than Mulia Gym. Excellence Flash
Gym located on factors of competitive rates, quality of service and the
completeness of the equipment the company's operations. Further analysis on the
matching stage using SWOT matrix, IE and matrix that produces the 2 competing
strategic alternatives, namely, the strategy of market penetration and market
development strategies. After it is processed using matrix QSP at the decision
stage, it is known that the recommended strategy for Flash Gym, namely Gym
market with a score of 7.5, interest in the score is higher than the market
penetration strategy with an interest of 7. | en_US |
