Perlukah Mempertahankan Keunggulan Kompetitif oleh UMKM? (Studi Kasus UMKM Semarang)

This study is to find out and analyze how Small and Medium Enterprises (SMEs) maintain their competitive advantage so that they can survive or even develop from the time they were established until now. Achieving this goal is a qualitative method of research methods. This is intended to explore the managerial actions of SMEs in maintaining competitive advantage. The results of the study show that competitive advantage can be achieved through SOAR (Strength, Opportunity, Aspiration, Results)  Strength consisting of skilled workers, loyal customers, products according to consumer tastes, product and production process innovations, and adequate business land. Opportunity consists of the quality of the production process, broadening the marketing reach from domestic to foreign, and managerial capabilities supported by International Standard for Organization (ISO) 9000-2000 quality management systems that have an impact on increasing consumer confidence. But not many SMEs have been able to implement a quality management system. Aspiration of SMEs is to work with several souvenir sellers around them and with export brokers. Results are expected to increase sales by participating in online exhibitions and promotions, and improving the production process so that the product is defective or damaged near or zero percent.