THE USE OF FIVE FORCES ANALYSIS TO CREATE A COMPETITIVE STRATEGY
Abstract
The purpose of this research is to choose the most effective strategy for
BUMBUKU by
considering
its position in the industry using five forces analysis.
This research is
categorized as
qualitative research. The
data sources
for this
research
are
BUMBUKU’s customers, competitors, supplier, and project
facilitator.
Literature
review
and interviews
are used to collect data, while content
analysis is used to analyze the data
.
The result of the analysis shows that
the threat of new entrants
and rivalry
in the snack industry are
high.
Furthermore
,
there is
a
high threat
of
substitute
product
s
and
bargaining power
of
buyer
s
.
Fortunately
, the bargaining power of
BUMBUKU’s supplier is low.
Based on
the
result of the
five forces
analysis
,
Porter’s cost
leadership
will be implemented in
BUMBUKU