ANALYSIS OF BUSINESS STRATEGY IN IMPROVING COMPETITIVE ADVANTAGE CASE STUDY: CV. CIPTA BUMI LESTARI (ADDICTEA BRAND)

Abstract

The purposes of this research are to know the internal and external factors and develop the best alternative strategy for CV. Cipta Bumi Lestari. This research conducted in the scope of CV. Cipta Bumi Lestari with the object of research is limited only to internal and external factors and alternative strategy as an independent variable and best strategy formulation as dependent variable. Informants for this research are 4 peoples. Research method used is qualitative research with tools IFE, EFE, IE-Matrix, SWOT Matrix, and QSPM. Limitations of the study are this research just covers market area for beverage industry in Bandung and Jakarta only, and special for milk tea in the bottle as a tea beverage. The result of this research is researcher find 9 alternative strategies for company such as open new spot and adding new reseller outside Bandung and Jakarta, also more active in social media with TAS 7.315 and the last alternative strategy is recruiting new employee with TAS 4.703. Then, as a conclusions derived from this study are company should set a SOP for management and develop the alternative strategy to increasing the competitive advantage of addictea.