Penerapan Strategi Generik Porter untuk peningkatan persaingan Bisnis Rich Fried Chicken di Kota Jambi

Abstract

The fast food business is one business that is considered to have profitable potential in today's era. Especially when the Covid-19 Pandemic hit the world, which led to social distancing rules which caused consumers to become accustomed and reluctant to gather in a restaurant full of crowds just to eat. Due to the high potential for success in the fast food business, it causes many competitors with different and unique product differentiation, so the company must make a strategy to win the competition in the market. The method used in this study is a qualitative research method with purposive sample data collection techniques. This study aims to analyze the competitive environment and the choice of the best strategy for Rich Fried Chicken in Jambi City using the Generic Strategy from Michael E. Porter.