Strategi Bersaing UMKM Kuliner Sempol Ikan di Tanjungpinang Melalui Analisis PESTEL, Porter's Five Forces, dan Key Sucess Factors.
Keywords:
MSMEs; Competitive Strategy; PESTEL Analysis; Porter’s Five Forces Analysis; Key Success Factors (KSF)Abstract
This study examines the competetive strategies applied by the MSME Sempol Ikan, owned by Mrs. Ayu Anika Putri, located in the Tepi laut area, Tanjungpinang. The purpose of this research is to identify the competitive strategies implemented to face modern culinary competition, such as dim sum and trendy snacks that are increasingly favored by young people. This research employs a qualitative descriptive method with data collection techniques through interviews, observations, and documentation. The results indicate that the business has strengths in its distinctive taste, affordable prices, and strategic location. Challenges faced include fluctuations in raw material prices, intense competition, and underutilization of digital media. Based on PESTEL analysis Porter's Five Forces, and Key Sucess Factors, the recommended strategies include, and collaboration with suppliers to maintain business stability and competitivensess.
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