STRATEGY ALTERNATIVES SELECTION TO ACHIEVE COMPETITIVE ADVANTAGES IN M–STYLE COMPANY IN SURABAYA

Abstract

The purpose of this study is to choose the best strategy from the available alternatives in order to achieve competitive advantages. Descriptive qualitative analysis in the form of interviews conducted towards respondents who successfully implemented the strategy is used in this study, along with five forces analysis and business-level strategy to determine the strategy that M-Style should apply. Research result indicates that M-Style’s previous strategy (low cost strategy) is not applicable for similar fashion businesses. The interviews result suggests that four out of six respondents opt to use good differentiation strategy and five forces analysis for their business. Therefore, M-Style chooses to implement business-level strategy in the form of differentiation strategy for the company.