STRATEGY OF COMPETITIVENESS OF MANDAILING NATAL DODOL CULINARY UMKM (A RESEARCH USING THE PENTAHELIX MODEL)

Rofiqoh Hannum Rao, Muhammad Syahbudi, Ahmad Muhaisin

Abstract


Purpose This article analyzes the external and internal elements that influence the competitiveness strategy of MSME Dodol Khas Mandailing Natal in company growth. The SOAR (Strength, Opportunities, Aspiration, and Result) methodology and the Qualitative Strategic Planning Matrix (QSPM) are used in this article. To develop targeted ambitions, goals, strategies, and commitments to achieve desired results for the company, the SOAR technique is used to identify and evaluate strengths and opportunities. Based on the SOAR matrix analysis conducted, the results of the study produced five alternative strategies, namely: 1). Having outlet facilities to increase sales made by culinary UMKM dodol typical of Mandailing Natal, 2) Conducting sales through resellers as a student empowerment program in exhibitions at educational and public institutions, 3) Forming a UMKM dodol community in Mandailing Natal City, 4) Creating attractive advertisements in the digital world, 5) Empowering UMKM human resources and improving the quality of basic ingredients for making dodol. In addition, the QSPM approach used produces alternative strategies, namely utilizing prime locations and increasing sales by implementing and maximizing promotions both offline and online with a TAS score of 7,100.

Keywords: Strategy, Competitiveness, UMKM Dodol, SOAR, QSPM.

Full Text:

PDF

References


Abdullah, K., Jannah, M., Aiman, U., Hasda, S., Fadilla, Z., Taqwin, Masita, Ardiawan, KN, & Sari., ME (2017). Quantitative Research Methodology Quantitative Research Methodology. Quantitative Research Methodology, May.

Abhirama, MA (2022). Marketing Strategy of Sapuangin Merapi Coffee Using STP Analysis, Marketing Mix, and SOAR. In Dspace Universitas Islam Indonesia.

Agustina, IA, Prahara, RS, & ... (2022). Soar Analysis on the Marketing Strategy of Bri Syariah Ib Savings Product. … Conference on Research ….

Aidhi, A. Al, Harahap, MAK, Rukmana, AY, Palembang, SP, & Bakri, AA (2023). Increasing Economic Competitiveness through the Role of Innovation. Multidisciplinary Journal of West Science, 2(02). https://doi.org/10.58812/jmws.v2i02.229

Annisa Cindy Maurina, & R Yuniardi Rusdianto. (2023). Strategy to Increase Competitiveness of MSMEs in International Trade. Journal of Community Service, 2(2). https://doi.org/10.55606/jpkm.v2i2.146

Chamidah, N., Guntoro, B., & Sulastri, E. (2020). Marketing communication and synergy of pentahelix strategy on satisfaction and sustainable tourism. Journal of Asian Finance, Economics and Business, 7(3). https://doi.org/10.13106/jafeb.2020.vol7.no3.177

Fuadi, A. (2020). SOAR Strategy Analysis of the Ministry of Maritime Affairs and Fisheries' Civil Service Training Center Towards a Corporate University. Journal of Citizenship Education, 7(1). https://doi.org/10.32493/jpkn.v7i1.y2020.p35-46

Harahap, I., Nawawi, ZM, & Sugiarto, E. (2022). Creative Industry of MSMEs (Micro, Small and Medium Enterprises) in Medan City in the Perspective of Islamic Economics. Scientific Journal of Islamic Economics, 8(02).

Hati, AP, Srisusilawati, P., & Wijaya, IM (2020). Marketing Strategy for Umrah Financing Products Using the SOAR Analysis Method. Sharia Economic Law Study Program, 6(2).

Ichsan, RN, Panggabean, NR, Syahbudi, M., & Nasution, L. (2022). STRATEGY FOR DEVELOPING INNOVATION BASED ON CREATIVE ECONOMY. Darma Agung Journal, 30(3). https://doi.org/10.46930/ojsuda.v30i3.2333

Imsar, I., Marliyah, M., & Harahap, FH (2021). MARKETING STRATEGY OF COFFEE SHOP IN MEDAN CITY WITH GAME THEORY. HUMAN FALAH: Journal of Islamic Economics and Business Studies, 8(2). https://doi.org/10.30829/hf.v8i2.9783

Kurnyasih A, Syahbudi M, (2022).The Influence of E-commerce in Advancing Micro, Small and Medium Enterprises in Binjai City in 2022. Journal of Islamic Economics & Business Studies 4(2) https://journal.laaroiba.ac.id/index.php/elmal/article/view/1374.

Luqma, ML, Susilowati, D., & Sari, NP (2023). THE ROLE OF THE CREATIVE ECONOMY AND TOURISM SECTOR IN ECONOMIC GROWTH IN INDONESIA. Community Development Journal: Journal of Community Service, 4(2).

Muljani, N., Arini, Suhartatik, A., Lindawati, T., & Nagel, PJF (2020). The importance of brands and packaging to increase the competitiveness of products from micro and small businesses. PeKA: Journal of Community Service, 3(2).

Poerwarini, Rr. R., & Roesdianto, R. (2020). STRATEGY TO IMPROVE THE COMPETITIVENESS OF RATTAN MSMES IN BALEARJOSARI MALANG USING THE DIAMOND CLUSTER METHOD. Heuristic, 17(2). https://doi.org/10.30996/heuristic.v17i2.4649

Purba, N., Yahya, M., & Nurbaiti. (2021). Industrial Revolution 4.0: The Role of Technology in the Existence of Business Mastery and Its Implementation. Journal of Business Behavior and Strategy, 9(2).

Rukin. (2022). Qualitative Research Methodology. In Rake Sarasin (Issue March).

Sulistiyani, S., Pratama, A., & Setiyanto, S. (2020). Marketing Strategy Analysis in Efforts to Increase the Competitiveness of MSMEs. Journal of Competitive Marketing, 3(2). https://doi.org/10.32493/jpkpk.v3i2.4029

Syahbudi M, (2021). Indonesian Creative Economy: Competitiveness Strategy of Creative Industry MSMEs Towards Going Global (A Research Using the Pentahelix Model). Medan Sunggal: Merdeka Kreasi.

Syahbudi M, Ramadhani S, Barus Elida, (2022). Creative Economy: Sharia Marketing Practices With SOAR & QSPM Approach. Medan Sunggal: Merdeka Kreasi.

Syahdiyah Sugiartia, W. (2023). SOAR ANALYSIS (STRENGTH, OPPORTUNITY, ASPIRATION & RESULT) AS AN EFFORT TO INCREASE SALES THROUGH DIGITAL MARKET. Scientific Journal of Management and Entrepreneurship, 2(2). https://doi.org/10.55606/jimak.v2i2.1431

SYIFA AFIYATI LAILY. (2022). DEVELOPMENT STRATEGY OF OEMAH UMKM PRODUCTION OF DJINTOEL THROUGH THE SOAR APPROACH FROM THE PERSPECTIVE OF ISLAMIC BUSINESS ETHICS. In UIN Walisongo Semarang (Issue 8.5.2017).

Zamista, AA, & Hanafi, H. (2020). SOAR Analysis on Marketing Strategy in the Financial Services Industry. Journal of Industrial Engineering: Journal of Research Results and Scientific Works in the Field of Industrial Engineering, 6n(1). https://doi.org/10.24014/jti.v6i1.9335




DOI: https://doi.org/10.31846/jae.v13i1.915

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

e-Jurnal Apresiasi Ekonnomi Indexed by: