NADIA, SYARIFAH and Akhirman, Akhirman and Jalal, Abdul (2022) ANALISIS INOVASI PRODUK DALAM MENINGKATKAN DAYA SAING UMKM (STUDI KASUS PADA PRODUK KUE KERING DIAN BESTARI KOTA TANJUNGPINANG). S1 thesis, Universitas Maritim Raja Ali Haji.
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Abstract
The purpose of this research is to find out how product innovation is carried out in MSMEs, Dian Bestari's pastries, seen from the theory of Kotler & Bes and the competitive strategy applied in increasing competitiveness seen from the theory of Michael E Porter. The approach used in this research is descriptive qualitative with data collection methods through observation, interviews and documentation. The information obtained is processed and identified using 2 analytical techniques, namely the Miles & Huberman model and using SWOT analysis techniques to determine business development strategies. The results of the analysis of the Miles & Huberman model show that MSME Dian Bestari has carried out the product innovation stage. To increase the competitiveness of MSMEs, Dian Bestari has also implemented a generic strategy, namely a low cost strategy and a differentiation strategy. The results of the SWOT analysis show that Dian Bestari's MSMEs are in quadrant I, which indicates that the business has sufficient strength to be able to take advantage of existing opportunities. The strategy that can be used by this business is to increase market share, open its own outlet and continuously innovate on Dian Bestari's business products.
| Item Type: | Thesis (S1) | |||||||||
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| Subjects: | 300. Ilmu Sosial > 330 Ilmu Ekonomi 300. Ilmu Sosial > 330 Ilmu Ekonomi > 338.04092 Entrepreneurs/Entrepreneur, Wirausaha |
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| Divisions: | Fakultas Ekonomi > Program Studi Manajemen | |||||||||
| Depositing User: | user manajemen | |||||||||
| Date Deposited: | 24 Jul 2022 16:10 | |||||||||
| Last Modified: | 24 Jul 2022 16:10 | |||||||||
| URI: | http://repositori.umrah.ac.id/id/eprint/3213 |
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