SMEs Halal Culinary Strategy During The Pandemic Era  In South Tangerang

Marissa Grace Haque; Nuraeni; Rifzaldi Nasri

doi:10.24912/jm.v26i2.961

Authors

Marissa Grace Haque Sekolah Tinggi Ilmu Ekonomi Indonesia Banking School
Nuraeni Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Jakarta
Rifzaldi Nasri Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Jakarta

DOI:

https://doi.org/10.24912/jm.v26i2.961

Keywords: SWOT Analysis; Internal External Matrix; Four-step Strategy; Cost Leadership; Innovation.

Abstract

The aim of this study is to see and to analyze what type of business strategies should be implemented to the halal-certified culinary SMEs named “Nasi Kebuli Bang Moch.” This study uses mixed-method approaches, equipped with its descriptive analysis. The measuring tool used is a SWOT analysis (strengths, weaknesses, opportunities, threats), through the "Internal-External" weighting step, then equipped with a "Four-Step Strategy", in order to be able to determine the most efficient and effective strategy needed. In addition, to the strengths of its company and to achieve the expected sustainable business management, due to the result of the study which shows several weaknesses to be able to capture opportunities while at the same time dealing with threats, digital marketing and product variant innovation, becomes inevitable. Furthermore, its "cost leadership strategy" that had previously been implemented, must be maintained. To sum up, Nasi Kebuli Bang Moch halal SMEs business can continue to be sustainable, by adapting all developments of digital world businesses as well as its product innovation, at any situation and condition.

Author Biographies

Marissa Grace Haque, Sekolah Tinggi Ilmu Ekonomi Indonesia Banking School

marissa.haque@ibs.ac.id

Nuraeni, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Jakarta

nur.aini@umj.ac.id

Rifzaldi Nasri, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Jakarta

rifzaldi.nasri@umj.ac.id

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