Abstract:
The study analyzes the "Analysis of Internal and External Environment in
Determining Competitive Marketing Strategy at Power Puff Petak Enam." The
study's primary goals are to assess how competitive marketing techniques are being
used at the culinary MSMEs Power Puff and to offer practical strategy advice for
business growth. A case study technique combined with a qualitative method is
used in the research to provide a thorough learn of what happens inside the unit of
analysis. The results indicate that Power Puff has a lot going for them because of
the uniqueness of their cream brûlée topping pastry, even though they have a limited
number of locations and not the most appealing packaging. The corporation faces
significant external competition and cost problems as a result of volatile raw
material costs. It is advised that Power Puff concentrate on product innovation and
outlet expansion in addition to enhancing operational processes and packaging in
order to increase market share. It will be expected that putting these techniques into
practice will help the pastry business overcome obstacles and promote sustainable
growth.
