The Application Of Sustainable Competitive Advantage As A Culinary Business Strategy "Depot Ayam Gephok Pak Giek" In Jember - East Java

Abstract

The purpose of this study was to analyze the application of Sustainable Competitive Advantage (SCA) in "Depot Ayam Gephok Pak Giek" which is a restaurant that serves fried chicken food plus srundeng and sambal and drinks in the form of tea, mineral water and ice Manado. The location of restaurants on Jalan Mastrip I No.19A, Jember City, East Java Province. Along with the development of Jember City, there are new businessmen in the culinary field of Gephok chicken cuisine, of course this will be a new competitor. The analysis technique uses SWOT analysis. The results of the analysis, namely the application of the concept of Sustainable Competitive Advantage (SCA), is necessary and continues to be carried out by "Depot Ayam Gephok Pak Giek" if he wants to survive his existence. The constraints faced are limited parking lava and vulnerable locations due to road widening. Opportunities that still exist are service hours not optimal, on the other hand consumer demand is still quite large. Index Terms: Sustainable Competitive Advantage (SCA), SWOT Analysis, Strategy