STRATEGI DIVERSIFIKASI PRODUK SEBAGAI UPAYA MENGHADAPI PERSAINGAN

Abstract

This study aims to find out the Implementation of the KFC LA Terrace Product Diversification Strategy which includes concentric diversification, and horizontal diversification. This research uses descriptive qualitative research methods. The sampling technique used is purposive sampling which is a sampling technique with certain considerations. This research uses in-depth interview methods, observations, documentation studies, and is analyzed using triangulation techniques and source triangulation. The result of this research is that the application of the product diversification strategy used by KFC LA Terrace in the form of concentric diversification and horizontal diversification.