COMPETITIVE DYNAMICS ON MICRO BUSINESS: ANALYSIS OF COMPETITIVE PERCEPTION BY HEARING IMPAIRED BUSINESS GROUP MEMBER IN SURABAYA

Purpose of Study: The purpose of this study is to explore the process of small and micro business in dealing with their competitors and competitive power in the market. This study uses an information-processing approach that examines three activities, scanning competitive environments, interpretation of competitive actions, and reactions based on those assessments. This research is motivated by the low competitiveness of micro-business, especially deaf businessmen in Surabaya. Methodology: This research is qualitative research with a phenomenological approach, where researchers try to explain or reveal the meaning of the concept or the phenomenon of experiences based on the awareness that occurs in subjects. In this study, the researchers collect, summarize and interpret the data obtained, which then re-processed so as to obtain a clear picture, directed and comprehensive of the problem that became the object of research. The phenomenological approach is used to analyze the original data collected from interview questions and dialogue with informants. The structure of an experience is illustrated by the researchers' interpretation of the participant description. Results: The final results of this study are expected to enhance the competitiveness of micro business actors, especially those engaged in the culinary field. Implications/Applications: The result of the analysis of Competitive Environment Scanning can be concluded that the deaf business group gets enough threat from numbers of new food and beverage traders that keep emerging in Surabaya. In addition, competitors have a good concept of starting services, outlet design, marketing management, and financial management. Competitors are also promoting more vigorously.