STRATEGI BERSAING YANGKO “PAK PRAPTO” DI KOTA YOGYAKARTA

Abstract

ABSTRACT: The purpose of the research is to find out the criticals success factor in competition, to find out the competitive position of Yangko Pak Prapto compared to its competitors and formulate strategies. The basic methods of this research is descriptive analytical method. Technique for conducting research using organoleptic tests. The selection of research locations was done intentionally, namely in Yangko Pak Prapto. Data analysis using CPM. The results show that criticals success factor of yangko are taste, product durability, texture, product color, variety of taste, packaging quality, packaging design, brand image, label completeness and price. Based on CPM analysis, the competing position of Yangko Pak Prapto is on the first position with total score of 2,718, the second position is Yangko Mira with total score of 2,693, the third position is Yangko Vega with  total score of 2,544 and the last is Yangko Ngudiroso with total score of 2,045.

Keywords: CPM (Competitive Profile Matrix), Critical Success Factor, Competitive Strategy, Yangko