Strategy for Competitive Advantage of Traditional Madura Food: Perspective from Small and Medium Enterprises in Sampang

Abstract

With the end of the COVID-19 pandemic, various culinary business activities have begun to revive, marked by the emergence of new cafes and street culinary businesses. With the increasing number of culinary businesses in Sampang Regency, competition between these culinary businesses will be increasingly high. Therefore, this research aims to investigate the competitiveness of the culinary business in Sampang Regency. This article uses SWOT analysis to understand the competitiveness of culinary entrepreneurs in Sampang Regency. Interview sessions were conducted with 10 owners, employees or culinary business people. The results of the SWOT analysis show that the culinary business in Sampang Regency is in cell 5 on the IE Matrix. The 5th cell in the SWOT matrix is very important as it helps the organization in planning concrete actions based on the analysis findings. It enables organizations to optimize their strengths, overcome weaknesses, exploit opportunities, and confront threats in an organized and targeted manner.