Inovasi produk melalui strategi imitasi dalam menghadapi persaingan produk impor (implementasi strategi imitasi pada studi kasus Edam Burger di Depok) = Product innovation through imitation strategy in facing import products competition (imitation strategy implementation case study in Edam Burger in Depok
| Main Authors: | Hannisa Rahmaniar Hasnin, author, Add author: Martani Huseini, supervisor, Add author: Pantius Drahen Soeling, examiner, Add author: Eko Sakapurnama, examiner |
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| Format: | Masters Bachelors |
| Terbitan: |
, 2011
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| Subjects: | |
| Online Access: |
https://lib.ui.ac.id/detail?id=20296507 |
Daftar Isi:
- [<b>ABSTRAK</b><br> Merupakan hal yang penting bagi waralaba menengah untuk bersaing dengan waralaba lain yang lebih besar agar dapat bertahan dan berkembang. Dalam tulisan ini menggambarkan penelitian mengenai proses perwujudan daya saing, yang berasal dari perubahan strategi imitasi menuju inovasi. Perubahan ini ditunjukkan dengan adanya fokus perusahaan pada biaya yang rendah, dan pemasaran produk yang di fokuskan pada segmen konsumen menengah kebawah. Hasil penelitian ini dilakukan melalui wawancara mendalam kepada para pewaralaba dan survey kepada konsumen, didapatkan bahwa adanya inovasi dapat menarik konsumen dan membedakan dari perusahaan lain. Selain itu dengan melakukan fokus terhadap biaya rendah dan segmen pasar khusus, membuat perusahaan memiliki daya saing terhadap pesaing lain. <hr> <b>ABSTRACT</b><br> It is important for middle franchise to compete with another larger franchise in order to survive and develop. In this paper describes the research on the process realization competitiveness, which is derived from imitation to innovation strategy changes. This changes is indicated by the company‟s focus on low cost, and marketing products that has focused on the medium costumers segmentation. The results of this research was conduct through in-depth interviews to the franchisees and surveys to the costumers, it was faound that the innovation can attract costumers and differentiate Edam Burger from other companies. In addition, by focusing on low cost and specific market segments, making the company have competitiveness againts other competitors.;It is important for middle franchise to compete with another larger franchise in order to survive and develop. In this paper describes the research on the process realization competitiveness, which is derived from imitation to innovation strategy changes. This changes is indicated by the company‟s focus on low cost, and marketing products that has focused on the medium costumers segmentation. The results of this research was conduct through in-depth interviews to the franchisees and surveys to the costumers, it was faound that the innovation can attract costumers and differentiate Edam Burger from other companies. In addition, by focusing on low cost and specific market segments, making the company have competitiveness againts other competitors., It is important for middle franchise to compete with another larger franchise in order to survive and develop. In this paper describes the research on the process realization competitiveness, which is derived from imitation to innovation strategy changes. This changes is indicated by the company‟s focus on low cost, and marketing products that has focused on the medium costumers segmentation. The results of this research was conduct through in-depth interviews to the franchisees and surveys to the costumers, it was faound that the innovation can attract costumers and differentiate Edam Burger from other companies. In addition, by focusing on low cost and specific market segments, making the company have competitiveness againts other competitors.]