Implementasi Kerangka Organisasi Industri dalam Meningkatkan Manajemen Strategi UMKM Golden Queen Parfum

Abstract

This study aims to examine the implementation of the industrial organization framework in improving strategic management in the Golden Queen Parfum MSME. The expansion of a country's economy is greatly influenced by Micro, Small, and Medium Enterprises (MSMEs), but they frequently have difficulties when developing and executing efficient and long-lasting business plans. This study seeks to determine how the interplay of market structure and business conduct has an impact on the general performance of MSMEs by utilizing an industrial organization theoretical methodology in conjunction with the Structure-Conduct-Performance (SCP) model. The SCP model offers a thorough and methodical method for examining competitive dynamics in any sector. This is achieved through the examination of significant structural elements, including obstacles to entry, the level of market concentration, and the distribution of company sizes, all of which have a direct impact on company strategy and behavior. Porter emphasizes that industrial organization theory is a significant contributor to strategic management since it offers a thorough understanding of both external market forces and internal organizational elements that affect the formulation of strategy. This research makes use of a qualitative method, utilizing data obtained through extensive interviews with the owners of the Golden Queen Parfum MSME to acquire thorough insights into how business strategy is carried out on a daily basis and how the SCP framework is actually used in a practical operating environment. These results are anticipated to offer insightful theoretical and practical knowledge that will assist MSMEs in developing strategies that are more focused, adaptable, and effective. Understanding the causal relationships between market structure, firm behavior, and performance will enable MSMEs to optimize their strategic management practices, enhance competitiveness, and sustain business growth amidst increasingly fierce industrial competition in today's modern economic landscape.