Developing Competitive Strategic Model Using Quantitative Strategic Planning Matrix (QSPM) Approach for Handicrafts Ceramic Industry in Pulutan, Minahasa Regency

Pulutan Ceramics, located in Minahasa Regency has been established for decades and have a significant impact on the local economy. However, this industry is not able to compete with the new products. Some of the weaknesses can be identified namely: the provider does not have vision, raw materials, the end product is not competitive. This research is expected to analyze the internal and external environment that affect the industry operation and to develop model of strategy to compete in the market. The result is the industry can be possibly positioned as a competitive industry and has a prospect to grow.