Analisis Strategi Bersaing UMKM Kerupuk Telur Cumi di Pulau Abang Kecamatan Galang Batam
Keywords:
MSMEs; Competitive Strategy; PESTEL Analysis; Porter’s Five Forces Analysis; Key Success Factors (KSF)Abstract
The squid egg cracker MSME in Pulau Abang, Galang District, Batam, holds potential as a unique product based on abundant local resources. However, the business still faces several challenges, including limited capital, restricted marketing reach, and the absence of formal business legality. This study aims to analyze the competitive strategy of the MSME using the PESTEL framework, Porter’s Five Forces model, and Key Success Factors (KSF) approach. A qualitative descriptive method was employed through interviews with the owner, suppliers, and customers. The findings indicate that externally, government support and business legality remain limited, while economically, the enterprise depends on seasonal raw materials. However, family involvement and strong social acceptance serve as major strengths. The Porter’s Five Forces analysis reveals a low level of competition, low buyer power, and high supplier power due to limited raw material availability. The threats of substitute products and new entrants are relatively low. The key success factors include product uniqueness, consistent quality, stable raw material supply, marketing digitalization, and business legality. Based on the IFAS score (3.20) and EFAS score (3.00), the appropriate strategy is an aggressive or growth strategy, emphasizing product differentiation, market digitalization, and business legality enhancement to strengthen competitiveness and ensure business sustainability.
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