Analisis Strategi Bisnis UMKM GBI dengan Menggunakan Analisis Business Model Canvas, Swot, dan Five Forces Porter

Abstract

This study aims to analyze business strategies in increasing competitive advantage. This study uses SWOT analysis and Porter's Five Forces on GBI SMEs. This research is a descriptive study with qualitative data support. Data collection was carried out using interview techniques and direct observation. The validity test technique uses the triangulation test method. Based on the research result and analysis, the business strategy that has been implemented is a differentiation strategy. Strategies must be developed while still optimizing marketing and innovation in creativity. GBI SMEs also need to carry out an aggressive strategy by collaborating on this differential strategy. One of them is to penetrate the market and develop products that are tailored to the surrounding community. The goal is to attract new customers and keep loyal customers.