| dc.description.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 | en_US |
