Strategi Bisnis dalam Meraih Keunggulan Bersaing Melalui Metode Analisis SWOT (Studi pada Iga-Iga Bakso Mas Elo Jalan Marelan Raya Medan)

Abstract

This study entitled “Business Strategy To Obtain Competitive Advantage Using SWOT Analysis Method (Study At Iga-Iga Bakso Mas Elo Jalan Marelan Raya Medan). Aim of this study to analyze internal external factors and determine the right business strategy to obtain competitive advantage of Iga-Iga Bakso Mas Elo Jalan Marelan Raya Medan. In this study, The method used is a qualitative descriptive method. Data were obtained from observation, interview and study of literature. Analysis tools is using IFAS Matrix, EFAS Matrix, SWOT Diagram, and SWOT Matrix. The results showed that Iga – Iga Bakso Mas Elo using product strategy and best customer service strategy. Business strategy used is quite good but still need to be evaluated on a more appropriate strategy for the development of more Iga – Iga Bakso Mas Elo. Based on SWOT analysis, Iga – Iga Bakso Mas Elo to obtain competitive advantage should be used aggressive strategy or SO strategy. It means, Iga- Iga Bakso Mas Elo can use strengths to take advantage of opportunities.