THE INFLUENCE OF EXTERNAL ENVIRONMENTAL STRENGTHS AND COMPANY RESOURCES ON COMPANY PERFORMANCE WITH COMPETITIVE STRATEGIES AS AN INTERVENING VARIABLE ON CATERING SERVICES PT HANAN BOGA RASA IN WEST JAVA

Abstract

One part of the food and beverage industry is the catering industry. Where in it there is a
catering service business. The catering service business is currently very much in demand by
many people, because of the increasing mobility of life in this city, there are many requests
from people who need these services. Because at this time most of them think practically,
when holding an event that requires food and beverage services, from there catering services
have now become one of the needs of the metropolitan community and because of that the
growth of the catering industry is growing rapidly, many entrepreneurs are taking advantage
of this opportunity. The analysis unit and the observation / observation unit used as the object
in this study are "The Influence of External Environmental Strengths and Company
Resources on Company Performance with Competitive Strategies as an Intervening Variable
in Cathering Services PT. Hanan Boga Rasa in West Java. The external environmental forces
with KLE2 (macro force: political turmoil) as its most influential factor, give the strongest
impact on competitive strategy than the company resources, though both variables affected
competitive strategy. Meanwhile, the company resources with SDP9 (intangible assets:
quality level of experts) as its most influential factor, influences the company performance
more than the external environmental forces do. In addition, competitive strategy with SB8
(speed-based strategy: speed movement in anticipating the latest technology trends) as its
most influential factor, affects the company performance. The main elements offered
differentiate between PT. Hanan Boga Rasa and other catering businesses are Variative
product differentiation, High quality food products, Good chef, Excellent customer service.

unique marketing method, Strategic location. The initial stage of this business plan is to have
a strategic location, but the long-term target is to have branches in Kota and Kota Regencies.