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Abstract
This study aims to develop a business strategy for Genta Guitar to enhance its competitiveness in Indonesia’s rapidly growing guitar market. Employing internal and external analysis tools, including Value Chain Analysis, VRIO, PESTEL, and Porter’s Five Forces, the research identifies strategic gaps affecting Genta Guitar’s sales performance. By synthesizing findings into a SWOT analysis and refining strategies using the TOWS Matrix, this paper proposes actionable recommendations. The results highlight the need for improved brand recognition, optimized distribution channels, and tailored marketing strategies. Implementation of these strategies can close existing gaps, enhance competitiveness, and drive sustainable growth in the local market.
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References
- Cavdir, H. (2019). Hybrid Manufacturing Processes in Instrument Craftsmanship. Journal of Manufacturing Technology.
- David, F. R., & David, F. R. (2017). Strategic Management: A Competitive Advantage Approach, Concepts and Cases. Pearson Education.
- Deci, E. L., & Ryan, R. M. (1985). Intrinsic Motivation and Self-Determination in Human Behavior. Springer Science & Business Media.
- Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2016). Strategic Management Competitiveness & Globalization. South-Western College.
- Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
- Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value Proposition Design: How to Create Products and Services Customers Want. Wil
- Pelayo, G., Mallaria, S., & Pelayo, A. (2009). Guitar as the Preferred Musical Instrument. Music Education Review.
- Prilatama, A. (2024). Indonesian Guitar Market Outlook Report. Bandung Institute of Technology.
- Rich, P. (2024). Quality Control in High-End Manufacturing: Case Studies in Music Instrument Production. International Journal of Quality Assurance.
- Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta
- Statista. (2023). Revenue from String Instruments in Indonesia. Retrieved from https://www.statista.com.
- Thompson, A. A., Peteraf, M. A., Gamble, J. E., & Strickland, A. J. (2020). Crafting and Executing Strategy: The Quest for Competitive Advantage. McGraw-Hill Education.
References
Cavdir, H. (2019). Hybrid Manufacturing Processes in Instrument Craftsmanship. Journal of Manufacturing Technology.
David, F. R., & David, F. R. (2017). Strategic Management: A Competitive Advantage Approach, Concepts and Cases. Pearson Education.
Deci, E. L., & Ryan, R. M. (1985). Intrinsic Motivation and Self-Determination in Human Behavior. Springer Science & Business Media.
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2016). Strategic Management Competitiveness & Globalization. South-Western College.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value Proposition Design: How to Create Products and Services Customers Want. Wil
Pelayo, G., Mallaria, S., & Pelayo, A. (2009). Guitar as the Preferred Musical Instrument. Music Education Review.
Prilatama, A. (2024). Indonesian Guitar Market Outlook Report. Bandung Institute of Technology.
Rich, P. (2024). Quality Control in High-End Manufacturing: Case Studies in Music Instrument Production. International Journal of Quality Assurance.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta
Statista. (2023). Revenue from String Instruments in Indonesia. Retrieved from https://www.statista.com.
Thompson, A. A., Peteraf, M. A., Gamble, J. E., & Strickland, A. J. (2020). Crafting and Executing Strategy: The Quest for Competitive Advantage. McGraw-Hill Education.