Competitive Strategy Analysis of MSME La Pizza Burger in Tanjungpinang Using Pestel, Porter's Five Forces, and Key Success Factors Approaches
DOI:
https://doi.org/10.31629/dignity.v1i1.8287Keywords:
MSMEs, Competitive Strategy, PESTEL Analysis, Porter's Five Forces, Key Success FactorsAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a pivotal role in Indonesia's economy, yet they frequently face strategic challenges such as raw material price volatility, intense market competition, and limited access to formal business infrastructure. La Pizza Burger, a culinary MSME established in Tanjungpinang in 2016, exemplifies these challenges despite its expansion to four operational outlets. This study aims to analyze the competitive strategy of La Pizza Burger using three integrated analytical frameworks: PESTEL, Porter's Five Forces, and Key Success Factors (KSF). A descriptive qualitative research design was employed, with data collected through in-depth semi-structured interviews, direct field observation, and systematic literature review involving one business owner and four loyal customers as research subjects. Findings from the PESTEL analysis reveal that economic and legal factors constitute the primary external challenges, while social and technological factors present significant opportunities for business development through digital promotion and evolving consumer preferences. Porter's Five Forces analysis indicates a high level of competitive intensity, characterized by strong threats from new market entrants and substitute products, compounded by moderate-to-high buyer bargaining power and limited supplier alternatives. The identified Key Success Factors include homemade product quality, continuous menu innovation, flexible pricing strategies, and consistent customer relationship management. This study concludes that La Pizza Burger sustains its competitive advantage through a product differentiation strategy reinforced by adaptive marketing and strong consumer engagement, offering practical implications for MSME practitioners seeking to strengthen market positioning in competitive urban culinary environments.
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