Formulation of Business Strategies to Enhance Competitiveness at Zazil Bakery Store Maros

DOI

10.2991/978-94-6239-709-5_5How to use a DOI?

Keywords

Business Strategy; Competitiveness; SWOT Analysis

Abstract

This research aims to formulate an appropriate business strategy to enhance the competitiveness of Zazil Bakery Maros. The bakery business competition in Maros Regency has become increasingly intense with the emergence of many similar enterprises, requiring Zazil Bakery to develop effective strategies to survive and grow. The study employs a descriptive qualitative approach, with data collected through observation, interviews, and documentation. Data analysis is conducted using SWOT analysis to identify the company’s strengths, weaknesses, opportunities, and threats. The results indicate that the main strengths of Zazil Bakery lie in its high-quality products, simple production process, and diverse bread variations, while its weaknesses include short product shelf life and relatively high prices. The opportunities come from its strategic location and the growing consumer interest in bakery products, whereas threats arise from the high level of competition and the entry of new competitors. Based on the results of the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS), the IFAS score of 2.883 indicates that the company’s internal condition is fairly strong. Therefore, the most suitable strategy to implement is the SO (Strength–Opportunities) strategy, which focuses on utilizing the company’s strengths to seize market opportunities by improving product quality, expanding online marketing, and maintaining customer loyalty.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Tenri Tajeng
PY  - 2026
DA  - 2026/06/20
TI  - Formulation of Business Strategies to Enhance Competitiveness at Zazil Bakery Store Maros
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 49
EP  - 63
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_5
DO  - 10.2991/978-94-6239-709-5_5
ID  - Tajeng2026
ER  -