ANALYSIS OF INTERNAL AND EXTERNAL ENVIRONMENT IN DETERMINING COMPETITIVE MARKETING STRATEGY AT POWER PUFF PETAK ENAM

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.