STRATEGI BERSAING DALAM MELEWATI PADEMI COVID-19 (STUDI KASUS UMKM JAJANAN ENDOLITA KABUPATEN DEMAK)

Abstract

<p><em> Abstract</em></p><em>The purpose of this study was to determine the strategies used by UMKM endolita snacks,<strong> </strong>what competitive strategy is used during the pandemic so that it can compete until now. The research was conducted on UMKM endolita snacks in Demak.<strong> </strong>Methods of data collection is done by observation and interviews.<strong> </strong>The results showed that the competitive strategy carried out by endolita snack UMKM was a competitive strategy through SWOT analysis,<strong> </strong>strategy with a price (low cost), perform product differentiation by providing various kinds of snacks which are self produced and taken from distributors as well as products for sale.<strong> </strong>The conclusion of this study is that endolita snacks SMEs apply low-cost competitive and development of mission, objectives, strategies and policies so that they can be achieved</em>through a SWOT analysis strategies and differentiation in increasing their competitiveness,to find strategic fit between external opportunities and internal strengths,in addition to paying attention to external threats and internal weaknesses.<p><strong><em>Keywords</em></strong><em>: covid-19, competitive strategy, SWOT, low cost, product differentiation.</em><em></em></p><p><em><br /></em></p><em></em><em></em>