Abstract
<em>This study is to find out and analyze how Small and Medium Enterprises (SMEs) maintain their competitive advantage so that they can survive or even develop from the time they were established until now. Achieving this goal is a qualitative method of research methods. This is intended to explore the managerial actions of SMEs in maintaining competitive advantage. The results of the study show that competitive advantage can be achieved through SOAR (Strength, Opportunity, Aspiration, Results) Strength consisting of skilled workers, loyal customers, products according to consumer tastes, product and production process innovations, and adequate business land. Opportunity consists of the quality of the production process, broadening the marketing reach from domestic to foreign, and managerial capabilities supported by International Standard for Organization (ISO) 9000-2000 quality management systems that have an impact on increasing consumer confidence. But not many SMEs<strong> </strong>have been able to implement a quality management system. Aspiration of SMEs<strong> </strong>is to work with several souvenir sellers around them and with export brokers. Results are expected to increase sales by participating in online exhibitions and promotions, and improving the production process so that the product is defective or damaged near or zero percent.</em>
Highlights
This study is to find out and analyze how Small and Medium Enterprises (SMEs) maintain their competitive advantage so that they can survive or even develop from the time they have been established until now
New forms of organization development are moving from a classical diagnostic perspective to a dialogic perspective
This move includes a focus on exploring positive states of organizing, shared aspirations, and the design of preferred futures as key outcomes of a strategic change process
Summary
Keunggulan Kompetitif dapat diraih melalui pengendalian kualitas. Pengendalian yang ketat, mulai dari merencanakan produk, proses produksi, hingga produk tersebut sampai ke tangan pelanggan. Hal ini dilakukan untuk mencapai kualitas yang diharapkan oleh pelanggan dan kualitas yang meningkat akan mengurangi produk rusak bahkan pada tingkat nol persen, sehingga tidak hanya meningkatkan kepuasan pelanggan, tetapi juga meningkatkan penjualan, serta kemampuan kompetisi usaha kecil menengah (Alghamdi & Bach, 2013; Hossain, Tasnim, Hasan, 2017; Singh, 2013). Kemajuan teknologi yang cepat dan tingginya tingkat persaingan menuntut perusahaan untuk terus menerus melakukan inovasi produk yang pada akhirnya akan meningkatkan kinerja bisnis orga-. Pengembangan usaha kecil dan menengah menuntun kepada penyusunan strategi yang diperlukan perusahaan untuk memenuhi produk atau jasa sesuai kebutuhan dan keinginan konsumen, serta mempertahankan keunggulan kompetitif (Sugiman, Novita, & Widjaja, 2013). Uraian latar belakang tersebut mengarahkan penelitian ini bertujuan untuk mengetahui dan menganalisis bagaimana UMKM (Usaha Mikro, Kecil, dan Menengah) mempertahankan keunggulan kompetitifnya, sehingga mereka dapat bertahan dan berkembang dari sejak berdiri sampai sekarang. Pendekatan analisis keunggulan kompetitifnya menggunakan metode SOAR untuk memahami cara atau tindakan manajerialnya dengan lebih baik dan mendalam
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