FIVE FORCE ANALYSIS DAN SWOT ANALYSIS DALAM MENENTUKAN STRATEGI BERSAING PADA PERUSAHAAN CROWN COOKIES

Abstract

THE USE OF FIVE FORCE ANALYSIS AND SWOT ANALYSIS IN CROWN COOKIES COMPETITIVE STRATEGY SELECTION

Crown Cookies is a business that specializes in the culinary field that sell cream horn with 12 unique flavors, with a vision to make the Crown Cookies patisserie renowned companies in the field and have the quality, and the mission of the Crown Cookies to be the leader and have a good innovation product or service and is fully committed to quality products and satisfying service through good management control system. This study aims to determine the competitive strategy that can be used by Crown Cookies companies in order to face the increasingly fierce competition. Data collection methods obtained through interviews. The analytical tool used in this study is Five Forces Analysis and SWOT Analysis. The results of this study indicate that the position of the Crown Cookies company are in quadrant 1 (Weaknesses-Opportunities). In this situation, competitive strategy that can be used is the turn around strategy. Strategy undertaken by the company include: maintaining the product quality by using ingredients without preservatives, companies need to determine a competitive price in the market, having a physical store, and also increase the amount of promotion. By implementing these strategies, is expected to increase sales of the Crown Cookies Company and maintaining its presence in the culinary field and expand the market share of these products not only in Surabaya, but outside Surabaya