Strategi Bersaing UMKM Toko Roti dan Kue di Kecamatan Bontang Utara Kota Bontang Selama Pandemi Covid-19 dan Pasca Pandemi Covid-19

Muhammad Fachrun Fachrezi, A. Andriana
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Abstract

Toko Ria Rasa Cake & Bake, Toko Nanis Cake & Bakery, and Samabread are the local UMKM located in North Bontang District, Bontang City. The purpose of this research is to find out and determine the appropriate competitive strategy for the three UMKM. This type of research is qualitative. Sources of research data are key informants and supporting informants. Data collection techniques in research are interviews and observations. The analysis technique used is SWOT analysis (IFAS, EFAS, SWOT Analysis Diagram, and SWOT Matrix). The result and conclusion from this research is that the target to be achieved is to open branches or shops in other places to expand the market. The products that are sold vary widely, ranging from sweet to salty, and there is bread made from natural ingredients without chemical food ingredients. The price of each bread also varies, which can cover various economic groups. The three UMKM do not mind the existence of competitors with big brand names as long as these brands can compete healthily. Strategies to survive during the Covid-19 pandemic are almost the same as maximizing online sales on social media, carrying out safe packaging by spraying disinfectants, and shipping using your courier or courier from outside. The strategy resulting from mapping the SWOT matrix for the three UMKM is the SO strategy.
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Toko Ria Rasa Cake & Bake, Toko Nanis Cake & Bakery和Samabread是位于Bontang市北部Bontang区的本地UMKM。本研究的目的是找出并确定适合三种UMKM的竞争策略。这种类型的研究是定性的。研究数据的来源是关键信息源和辅助信息源。研究中的数据收集技术是访谈和观察。所使用的分析技术是SWOT分析(IFAS, EFAS, SWOT分析图和SWOT矩阵)。本研究的结果和结论是,要达到的目标是在其他地方开设分公司或商店,以扩大市场。出售的产品种类繁多,从甜到咸,有由天然成分制成的面包,没有化学食品成分。每个面包的价格也各不相同,可以覆盖各个经济群体。三家UMKM并不介意有大品牌的竞争对手存在,只要这些品牌能够健康竞争。在Covid-19大流行期间生存的策略几乎与在社交媒体上最大化在线销售,通过喷洒消毒剂进行安全包装以及使用快递员或外部快递员运输相同。通过映射三个UMKM的SWOT矩阵得出的策略是SO策略。
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