The Influence of Strategic Planning and Product Highlights for Competitive Advantage : A Case Study of Small and Medium Enterprises in Tasikmalaya-Indonesia
Mercy S. Devina de Fretes, S.Sos, MA; Baby Poernomo, M.A, Mgr

Abstract
Small and medium enterprises (SMEs) can be said to be the backbone of the national economy as it can create business opportunities, jobs and increased exports and better able to survive longer than the economic crisis, because it has the characteristics of a more flexible and better utilize local resources that can be relied upon to supporting economic resilience. But in fact, compared to the SME partners in Asian countries such as Taiwan, China, Thailand, and Singapore, Indonesian SMEs export performance is still very weak. These figures show that the ability of SMEs to compete in the global market is still low. To carry out this role, SMEs in Indonesia have to fix themselves, which creates global competitiveness. To achieve competitive advantage in the long term can be preceded by a careful strategic planning. In this study, the authors analyzed the influence of strategic planning and excellent products on competitive advantage SMEs of craftsman embroidery fabric in Tasikmalaya Regency. This study uses a quantitative approach with positivism paradigm. The samples used in this study are SMEs/craftsman from various levels of embroidered fabrics as many as 60 people. The research proves that the strategic planning and excellent products contribute a positive and significant impact on competitive advantage of SMEs/craftsman embroidery fabric in Tasikmalaya Regency.

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