Case study

Qwerty company is a consumer goods company or consumer goods industry engaged in manufacturing that processes raw materials into finished goods, where the products of consumer goods companies will later be consumed or used by

wide community. Initially Qwerty focused on producing foods and refreshment products and making this their core business, but at this time more companies

producing personal care products.

Qwerty is one of the consumer goods companies that has recorded positive growth in the midst of the pandemic, COVID-19. However, this does not necessarily mean that the company stays in a comfort zone. Qwerty has worked out a strategy to maintain stability

their business amidst the uncertain conditions of the pandemic.

The first thing the company does is ensure product availability on the market. The reason is, he does not deny that daily necessities, especially personal and home hygiene products, are becoming increasingly important to consumers in the midst of a pandemic. To that end, Qwerty chose to focus on developing its core product line. Qwerty prioritizes the Stock Keeping Unit (SKU) which supports the health and hygiene of Indonesian people in the midst of situations

like this. Today, consumers also need health and hygiene products in a much greater quantity than before.

The second thing that has been done in terms of sales distribution, Qwerty is currently only able to distribute its products through supermarkets, minimarkets / offline sales. However, this still provides Qwerty with good production records, for example for hand sanitizer products which increased 100-fold in a few weeks. Unfortunately, not all products have increased the number of production or sales. The reason is that there are still a number of products such as ice cream and cosmetics that have experienced a drastic decline during this pandemic.

Question:

1. Explain how the relationship between SWOT analysis and the Company's Core Business? Explain whether the company must change the Core Business?

2. Illustrate the things that have been done by Qwerty that have met the 4 criteria of Sustainable Competitive Advantage? Explain.

3. Explain and illustrate what strategies the company should take to maximize sales for products that have decreased?