COMPETITIVE ADVANTAGE ANALYSIS OF LOCAL APPLE BUSINESS TOWARD IMPORTED APPLE BUSINESS (CASE STUDY: PASAR INDUK KRAMAT JATI)

Abstract

Apple widely known as source of nutrients and vitamins which consume for the sake of healthiness. Business over apple are divided into local apple business and imported apple business. Pasar Induk Kramat Jati is known as central of fruit and vegetables in Jakarta. Apple is one of the commodity sold to fulfill the needs of Jabodetabek. This thesis discussing about the competitive advantage of local apple business toward imported apple business by taking the case study of Pasar Induk Kramat Jati. By the case study, it gives glance overview of product and business that happened.This thesis employ key informant interview, market research, public and media research. The involvement of three elements of information source give different finding and knowledge for what are happening now. This research got involvement of Pasar Induk Kramat Jati, Balijestro – Ministry of Agriculture, Local Apple Seller, Imported Apple Seller, consumers and public media. By SWOT Analysis, it analyze the overview of the product and business by focusing on inside and outside factor while Michael Porter 5 Forces deliver the taught in external factor in concerning in specific area. The analysis of information can give better knowledge and can be a weapon to shaping strategy what should the business can be in the future. The research came to the conclusion that the information is given to business area so in future, each opportunity can be explored further become a great business. in this research found that local apple are having competitiveness in taste, additive substance while imported fruit serve more attractive color, size. For apple business, local apple business are better maximize into derivative product and tourism industry while imported product are better maximize into trading industry.