Analisis Strategi Keunggulan Bersaing pada Rumah Makan Reza Medan
Lubis, Tya Wildana Hapsari
Lubis, Arlina Nurbaity
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Business strategy in a business is very important to support the success of the business. Increasingly tight business competition in the business world requires every business has a strategy in running business activities, in order to create a business that has a competitive advantage among the existing competitors. One example of a business that must have a competitive advantage strategy is Rumah Makan REZA Medan. Rumah Makan REZA must have a competitive advantage strategy in order to be able to maintain its business among its competitors with similar businesses located around Rumah Makan REZA’s. The purpose of this research is to know and determine the strategy of the most appropriate competitive advantage used Rumah Makan REZA Medan and can be used as input and information and knowledge to determine the most appropriate strategy used Rumah Makan REZA Medan in achieving competitive advantage. The type of this research is descriptive qualitative and the nature of this research is eksploratory. Informants in this study were Rumah Makan REZA owners, Rumah Makan REZA workers, Rumah Makan REZA customers, Rumah Makan REZAcompetitors. Methods of the data collection is done by observation, documentation study, and in-depth interview. Data analysis method was done by analysis of IFE and EFE matrix, SPACE matrix, and SWOT matrix. This study resulted in 1) 8 internal factor points consisting of 5 strength factors and 3 weakness factor. 2) 6 points external factors consisting of 3 factors of opportunity and 3 points of threats. This research resulted in growth and build strategy. This is shown from internalexternal matrix of Rumah Makan REZA located in cell division I, while SPACE matrix resulted in business competition position which is in II (Second) quadrant that is aggressive strategy that is growth strategy and Build strategy in line with the result of internal-external matrix, then on SWOT matrix the result of this research is to utilize SO strategy (strength-opportunities) that is strategy that utilize strength factor and opportunity factor to overcome weakness and threats.