1. Moh. Alfan Fathur Rizqi  

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember

2. Edy Wahyudi 

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember

3. Wheny Khristianto  

Program Studi Ilmu Administrasi Bisnis, Jurusan Ilmu Administrasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Jember

DOI: https://doi.org/10.19184/jsb.v12i1.43526

ABSTRACT 

Economic developments provide opportunities as well as threats, causing business competition to become increasingly fierce, so competitive strategies are needed to face competition. This research aims to find out the competitive strategies used by Madju Toys. This research uses primary data from interviews. The focus and object of research is the competitive strategy used by Madju Toys. The research method used a descriptive qualitative approach. Data analysis uses the Miles and Huberman model. The results are competitive strategies are very important for Madju Toys to face consumers, suppliers and competitors. The use of marketing mix strategies as a competitive strategy is considered very useful for facing competitors.  

Kata kunci: Competition, Competitive Strategy, Marketing Mix