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ABSTRACT

The purpose of this study is to formulate a competitive advantage strategy, in order ECI (express Chicken Indonesia) enterprise as a newcomer in fast food franchise business. This research used quantitative method, with in-depth interviews and FGD (Focus Group Discussion) of the respondents were considered to have experiences and knowledge in the field of fast-food restaurant. The FGD were tested with the model of triangulation to compare with observation and interview data. The formulation of competitive advantage is done in three stages: the first stage is input stage; an evaluation of EFE (External Factors Evaluation) matrix, IFE (Internal factors Evaluation) matrix and CPM matrix. The second stage is the matching stage which is using SWOT (Strengths, Weaknesses, Opportunities, Threats) matrix, SPACE matrix, BCG (Boston Consulting Group) matrix, IE (Internal External) matrix and Grand strategy matgrix. The last stage is decision stage which is the formulated strategy by QSPM (Quantative Strategic Planning Matrix). The results showed that competitive advantage strategy for ECI is integrate the strategy of QSPM matrix and SWOT matrix, the 1st is market development and the 2nd is market penetration.

JEL Classification: M31; Q13; Q18.

Keywords: Competitive Advantage; External Factors Evaluation; Grand Strategy; Boston Consulting Group.

1.INTRODUCTION

Effective marketing starts with a considered, well-informed marketing strategy. A good marketing strategy helps the owners define their vision, mission and business goals, and outlines the steps they need to take to achieve these goals. A marketing strategy sets the overall direction and goals for owners marketing, and is therefore different from a marketing plan, which outlines the specific actions they will take to implement their marketing strategy. Examples of marketing goals include increased market penetration (selling more existing products to existing customers) or market development (selling existing products to new target markets). These marketing goals could be long-term and might take a few years to successfully achieve. However, they should be clear and measurable and have time frames for achievement. In recent years, a major food consumption trend in the USA and Canada is that more people are eating more meals outside their homes. It is predicted that this trend will accelerate in the future. As a result, food markets will offer greater growth opportunities for marketers.

Based on the report of ministry...

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