ANALISIS STRATEGI BERSAING HOME INDUSTRI KASUR LANTAI DENGAN MENGGUNAKAN STRATEGI GENERIK PORTER DAN SWOT (Study Home Industri Kasur Lantai di Sukorejo Pasuruan)

The research study in this journal to analyze the business strategy of the Floor Mattress Home Industry based on a competitive strategy using Porter's generic analysis and by using SWOT analysis. This type of research uses descriptive qualitative. The research sample used a purposive sampling technique. Data analysis techniques used data analysis from various sources as a whole, data reduction, and SWOT analysis. The results showed that with Porter's generic business strategies that can be developed in the home Floor Mattress Industry include a low-cost strategy, namely by reducing production costs to a minimum so that selling prices are low, the second is product differentiation Floor mattresses that are developed especially differentiation in product quality and the third a narrower market segmentation focus on middle to lower consumers, sales are made to traditional markets and small-scale shophouses. Based on the SWOT analysis, namely IFAS, EFAS and the SWOT matrix, the strategy for developing the Floor Mattress Home Industry in Sukorejo Pasuruan sub-district is to create a distinctive feature or differentiator from other floor mattress businesses using the S and T strategies