STRATEGI BERBASIS SUMBER DAYA: MEMBONGKAR KEUNGGULAN BERSAING DALAM DINAMIKA PASAR

Abstract

In conducting an internal analysis of the company, challenges arise when there is an insufficiently reasoned basis to eval_uate whether the company's resources should be considered strengths or weaknesses. Therefore, specific criteria are necessary to determine whether a particular resource is worthy of being deemed a strength or a weakness. This research aims to ascertain competitive advantage within the dynamics of the market using the Resource-Based View (RBV) theory, which focuses on understanding the potential of organizational resources and capabilities.

This research employs the VRIO analysis tool to categorize resources and capabilities into four categories. VRIO is utilized to assess the inherent nature of existing resources and capabilities. The results of the VRIO analysis serve as the foundation for identifying the competencies possessed. To achieve sustainable competitive advantage, resources and capabilities must exhibit four crucial attributes: Valuable, Rare, Inimitable, and Organized. The research findings indicate that UD. Tiga Putra possesses strategic strengths in 10 resources and capabilities, reaching a Sustainable Competitive Advantage. However, one resource is at the Competitive Disadvantage level and one at the Competitive Parity. Six resources and capabilities are identified at the Temporary Competitive Advantage level. To maintain a competitive edge, the company needs to focus on developing and maintaining the ten advantages that have reached the status of Sustainable Competitive Advantage. By enhancing capabilities at the levels of Competitive Parity, Temporary Competitive Advantage, and Unused Competitive Advantage, it is anticipated that the company can create a sustainable competitive advantage within the current dynamics of the market.