Title:
DEVELOPING STRATEGIES OF COMPETITIVE FOR SMALL MEDIUM ENTERPRISE (CASE STUDY OF RUMAH QUE QUE)

Authors:
Yeni Rohaeni* and Ahmad Hidayat Sutawidjaya

Abstract:
SMEs have a very important role in the economy. One of the SMEs that develops in the city of Bogor is the Rumah Que Que which produces pastries and cakes. This study aims to analyze the internal and external factors of Rumah Que Que and formulate a development strategy for Rumah Que Que to improve competitiveness. This paper is a descriptive study of the umah Que Que research object. Data obtained by observing and interviewing the owner of Rumah Que Que. The method used is to compile internal and external analysis then strategies are prepared using the SWOT matrix. The results showed that the external environment consisted of strengths having four factors while weaknesses consist of six factors. The opportunity factor owned by Rumah Que Que consists of five factors and the threat factor consists of two factors. To realize the competitiveness of SMEs, especially the Rumah Que Que, the roles of all stakeholders including the government, business actors, community, financial institutions, research institutions/universities, and Product Certification Institutions are needed.

Keywords:
Small Medium Enterprise, Competitive, Developing Strategy