STRATEGI BERSAING USAHA TAHU PADA INDUSTRI TAHU AFIFAH DI KELURAHAN NUNU KECAMATAN TATANGA KOTA PALU

The purpose of this study was to determine the internal and external factors in supporting tofu business competition and alternative tofu competition strategies in the Afifah Tofu Industry in Palu City. This study uses SWOT analysis (Strengths, Weakness, Opportunities, and Threats). This research was conducted in October-December 2019. The results of identification of environmental factors in the Afifah Tofu Industry contained 5 strengths and 5 weaknesses in internal factors, while in external factors there were 5 opportunities and 5 threats. Based on the results of the combination of IFAS and EFAS on the SWOT Matrix to produce an SO strategy (Strength-Opportunity or Maxi-maxi) of 4.578 which is in quadrant I, then the alternative strategy that can be used is to use internal strength with external opportunity factors Know Afifah products in Palu City. The application of strategies used by the Afifah Tofu Industry that is expanding marketing networks, increasing the effectiveness of work system and increasing customer loyality.