DIFFERENTIATION AND POSITIONING STRATEGY IN INCREASING THE COMPETITIVENESS OF MSME PRODUCTS

Authors

  • Finny Redjeki Universitas Sangga Buana, Indonesia Author
  • Elida Zia’ul Huda STIE Wijaya Mulya, Indonesia Author

Keywords:

MSMEs, differentiation strategy, positioning, competitiveness, competitive advantage.

Abstract

Micro, Small and Medium Enterprises (MSMEs) have a strategic role in the national economy, but face big challenges in increasingly tight market competition. To increase competitiveness, MSMEs need to implement differentiation and positioning strategies to create sustainable competitive advantages. This research is a literature review which aims to analyze how differentiation and positioning strategies can help MSMEs increase the competitiveness of their products. This study identifies that differentiation can be achieved through product innovation, quality improvement, superior customer service, and effective branding strategies. Meanwhile, proper positioning allows MSMEs to instill a strong brand image and attract the appropriate target market. The research results show that the right combination of differentiation and positioning strategies can increase customer loyalty, expand market share, and reduce MSMEs' dependence on price competition. By understanding and implementing differentiation and positioning strategies optimally, MSMEs can be better prepared to face dynamic market challenges and create sustainable added value. Therefore, MSMEs need to continue to innovate and utilize effective marketing strategies to be able to compete in an increasingly competitive digital era.

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Published

2025-02-16

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Vol. 2 No. 2 (2025): FEBRUARY

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