PENERAPAN STRATEGI TINGKAT FUNGSIONAL SEBAGAI MANAJEMEN STRATEGI UNTUK KEUNGGULAN BERSAING PERUSAHAAN (STUDI : USAHA MIKRO DAN KECIL DI KOTA MANADO)

Abstract

Every company always strives to achieve its business objectives that have been stated in their strategic plan. To achieve this, companies must have a competitive advantage if they succeed in designing and implementing a value creation strategy. This can be done if competitors do not imitate the strategy that the company does. . Building and creating competitive advantage must be carried out effectively and efficiently and on target, and this requires an appropriate and sustainable management strategy. One of the strategies used by companies in strategic management is a functional level strategy which includes: formulation of marketing strategies, finance, production, logistics, supply chain management, research and development and human resource strategies. The method used is a qualitative research method with as many as 13 (thirteen) informants consisting of 5 (five) Micro Small Business owners, 5 (five) Micro Small Business employees and 3 consumers who are in the city of Manado. This study aims to examine and analyze the extent to which the implementation of the functional level strategy as a management strategy for competitive advantage in Micro, Small Enterprises in the city of Manado. supply chain management has not run optimally even research and development has not been implemented.