ANALISIS STRATEGI DIFERENSIASI TERFOKUS UNTUK MENCIPTAKAN KEUNGGULAN KOMPETITIF BERKELANJUTAN PADA GEPEKA RENTAL MOBIL DI MEULABOH

Abstrak

This study aims to formulate a focused differentiation strategy to achieve sustainable competitive advantage for Gepeka Rental Mobil in Meulaboh, Aceh. The high mobility and dynamic economic growth in Meulaboh necessitate a reliable and flexible transportation solution. Gepeka, which emphasizes customer comfort and prime vehicle conditions, operates in a highly competitive market. Using a qualitative case study approach, this research applies the Strategic Management framework, including external analysis (PESTEL and Porter’s Five Forces) and internal analysis (Resource-Based View and the 7S Framework). The results indicate that Gepeka possesses unique capabilities in service quality (soft skills of staff) and system efficiency. A focused differentiation strategy centered on premium service quality, personalized comfort, and digital booking system is proposed. This strategy is expected to reinforce Gepeka's niche market position, mitigate competitive threats, and secure long-term profitability. The findings offer practical implications for local service businesses and contribute theoretically to the strategic implementation literature in small to medium enterprises.