-ABSTRACT

ABSTRACT

Writing this paper aims to provide an explanation to the reader about the steps that can be taken as a form of analysis of competitors. In addition, this paper also gives a global overview of the influence and role of competition for corporate sustainability, as well as displaying the types of competitive strategies that can be used as the basis for the implementation of the enterprise in order to achieve success in maintaining the company's presence in the midst of intense competition.

In this paper, the writer used descriptive qualitative approach. The authors collected data related discussion raised from several relevant sources. Of the relevant data can be concluded that the competitor analysis consists of several activities, including identifying competitors from the viewpoint of industry and market; assess competitors by identifying goals, strategies, strengths and weaknesses, and the reaction to the movement of other companies. In addition, the authors came to the conclusion that the competitors do not only act as a threat, but also can be a partner and network, and creativity boosters of companies to continue to find new ideas to achieve a solution in order to survive in the business world. Meanwhile, to deal with competitors, there are some basic competitive positioning strategies that can be implemented in the company, including market leader strategy, market challenger strategy, the market follower strategy, market niche strategy.