Analisis Strategi Bersaing pada Usaha Laundry di Padang Bulan (Studi Kasus pada Cheap Laundry)

Abstract

Cheap Laundry is one of laundry that has built ± 4 years in an area of Padang Bulan, Medan. The increasing of growth laundry business requires Cheap laundry to be ready in facing the competition that will happen, therefore Cheap Laundry must implement appropriate competitive strategies to face competitors. The aim of this research is to determine and to analyze qualitatively the right competitive strategy and can be applied by Cheap Laundry to confront the competition. The Form of research is used qualitative research has 3 analysis stages, they are Input stage (EFE Matrix, IFE Matrix, Matrix CP), Matching stage (IE Matrix and Matrix SWOT) and Decision stage (Matrix QSP). The Result of analysis for the Input stage by using IFE Matrix Cheap Laundry has a score 2.90 indicates that Cheap Laundry is in the average internal position, while the Matrix EFE indicates that Cheap Laundry has a score 2.15, it indicates that the external position is the average . The results of CP matrix shows the level of Cheap Laundry competition with competitors with result of Cheap Laundry (3.70), F & R Laundry (3:45) and Orange Laundry (3:40). A superiority of Cheap Laundry is on the factors of service quality. The agreement by using IE Matrix and SWOT Matrix produce two alternative strategies which can be implemented by Cheap Laundry to face of competition is Market Penetration Strategy and Product Development Strategy. Based on the results of analysis for decision stage uses QSP Matrix, therefore Market Penetration strategy has total attractive score 6.00, and Product Development strategy has total attractive score 5.40. The strategy which is recommended as an appropriate competitive strategy and can be applied by Cheap Laundry is Market Penetration Strategy.