THE MARKET PENETRATION STRATEGY AS TOOLS TO INCREASING THE COMPETITIVENESS OF MICRO,SMALL,AND MEDIUM ENTERPRISES (SMEs) IN MODERN INDUSTRY

Abstract

This research investigates the application of Market Penetration Strategy as an effort to increase the competitiveness of Micro, Small and Medium Enterprises (MSMEs) in an industry that displays a high level of competition. The main objective of this research is to evaluate the effectiveness of market penetration strategies as a means of improving the competitive position of MSMEs in the modern market. Research methods include market analysis, surveys, and case study approaches to understand the industry context and implement the strategy.

The research results show the success of MSMEs in creating relevant products, adjusting prices to market needs, managing efficient distribution, and designing effective promotions. The implications of the results of this research can provide practical guidance for MSMEs and also be a constructive contribution to the development of policies that support the growth of MSMEs in a competitive industrial environment. The research findings are consistent with the views of Sadikin and Kusman (2021), who emphasize market penetration strategies as the key to increasing the competitiveness of MSMEs. In Woven Fabric MSMEs, this strategy helps optimize revenue, increase product relevance and expand market share. The active involvement of MSME owners, commitment to improving skills and innovation, as well as careful management of marketing strategies are the main determining factors for the success of Woven Fabric MSMEs in Petamburan.

Keywords: Strategy, Market Penetration, Competitiveness, MSMEs, Modern Industry