Business Environment and Competitive Position Analysis of Mie Jebew in Kijang
DOI:
https://doi.org/10.31629/dignity.v1i1.8293Keywords:
Business, Environment, CompetitiveAbstract
This study aims to analyze external factors, competitive intensity, and key success factors of the Mie Jebew culinary micro, small, and medium enterprise (MSME) in Kijang, and to formulate appropriate business development strategies. The research employed a descriptive qualitative methodology utilizing semi-structured interviews, direct observation, and questionnaire distribution to 26 respondents consisting of the business owner and consumers. Findings indicate that social and technological factors represent primary opportunities for business growth, while economic and legal factors remain significant challenges requiring strategic management. Mie Jebew demonstrates a relatively strong competitive position attributable to consistent flavor profiles, stable pricing strategies, and active digital promotion initiatives. However, improvements are necessary in maintaining consistency of spiciness levels and enhancing the effectiveness of promotional information dissemination. Recommended strategies encompass flavor standardization protocols, strengthening digital marketing approaches, developing value-oriented menu packages, and leveraging online delivery services to expand market reach and enhance competitive positioning in the local culinary landscape.
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