Seepic Photoworks merupakan perusahaan penyedia jasa fotografi yang berlokasi didaerah Ciledug Kota Tangerang. Lokasinya merupakan perbatasan antara Jakarta, Kota Tangerang serta Kota Tangerang Selatan menjadikan Seepic Photoworks memiliki lokasi yang strategis untuk dijangkau oleh konsumennya. Sedangkan jika dilihat dari ukuran perusahaan, Seepic Photoworks masuk dalam kategori UMKM. Penelitian ini dimaksudkan untuk menganalisa strategi bersaing yang digunakan oleh Seepic Photoworks selama 5 tahun terakhir yang dirumuskan oleh manajemennya melalui tacit knowledge yang mereka miliki. Strategi tersebut jika dipaparkan lebih lanjut akan berupa low cost strategy, differentiation strategy yang dikombinasikan menjadi best cost strategy. Analisa strategi bersaing ini menggunakan beberapa pendekatan teori seperti PEST analysis yang disertai dengan aspek hukum dan demografi, kemudian generic strategy, the five generic competitive strategy, analisis sumberdaya, kapabilitas dan kompetensi inti serta analisis SWOT beserta matriknya. Hasil penelitian menunjukkan bahwa strategi yang dijalankan selama ini terbukti berhasil untuk SeepicPhotoworks yang ditandai oleh semakin meningkatnya jumlah konsumen, jumlah aset dan jumlah pendapatan Seepic Photoworks selama 5 tahun terakhir. Analisa lingkungan eksternal melalui aspek-aspek politik dan hukum, ekonomi, sosial dan budaya, tehnologi serta demografi tidak berpengaruh banyak pada Seepic Photoworks dikarenakan oleh ukuran perusahaannya. Dari lingkungan industri melalui five forces analysis bisa terekspos secara serius oleh ancaman pendatang baru, daya tawar konsumen dan ancaman produk pengganti sedangkan daya tawar pemasok dan persaingan industri lebih kecil peluang ancamannya. Analisis lingkungan internal diwakili oleh kuatnya sumberdaya yang dimiliki Seepic Photoworks baik tangible seperti alat-alat fotografi serta studio yang memiliki beberapa konsep didalamnya maupun intangible serta sumberdaya manusia yang didukung oleh kapabilitas serta kompetensi inti yang memadai. Analisis SWOT menunjukkan kekuatan dominannya terletak pada strategi bersaing yaitu low cost, differentiation sehingga menjadi best cost provider serta studio yang dimiliki. Kelemahan mendasar pada manajemen yang tidak memiliki tehnik fotografi serta belum formalnya bentuk badan usaha Seepic Photoworks. Peluang terbesar muncul untuk terjun kepada commercial photografy serta ancman terbesar datang dari low entry barriers pada industri ini.

Seepic Photoworks is a provider of photography services located Ciledug area of Tangerang . Its location is the border between Jakarta , Tangerang City and South Tangerang City makes Seepic Photoworks has a strategic location to reach by consumers. Meanwhile, if viewed from the size of the company , Seepic Photoworks fall into the category of SMEs. This research aimed to analyze the competitive strategy used by Seepic Photoworks over the last 5 years were formulated by the management through the tacit knowledge they have. The strategy further if presented would be a low cost strategy , differentiation strategy that combined a best cost strategy . This research was analyzed using several approaches such as PEST analysis, along with the legal aspects and demographics , then generic strategy , the five generic competitive strategy , resources analysis, capabilities and core competencies as well as a SWOT analysis with its matrix. The results showed that the strategy that has been proven successful for Seepic Photoworks marked by the increasing number of customers, total assets and total revenue over the last 5 years. Analysis of the external environment through the aspects of political and legal, economic, social and cultural, technological and demographic does not have much effect on Seepic Photoworks due to the size of the company. However, external environment through the five forces analysis can be seriously exposed by the threat of new entrants, bargaining power of consumers and the threat of substitute products while the bargaining power of suppliers and industrial rivalry is slightly smaller. Analysis of the internal environment is represented by robust of their resources such as tangible assets in form of photography studio that has some concepts and photography equipment. Also as well as intangible assets as well as human resources supported by the capabilities and core competencies. SWOT analysis shows dominant strength lies in the Seepic Photoworks competitive strategy such as low cost and differentiation which made the best cost provider and nevertheless a studio owned. Fundamental weaknesses in the management that does not have a photographic skill and Seepic Photoworks still not in a formal business entity form. The opportunity appears to plunge to the commercial photography as well as the biggest threat of hazard comes from the low entry barriers in the industry.

Kata Kunci : strategi bersaing, fotografi, five forces, generic strategy, SWOT, best cost provider