PRODUCT INNOVATION AND BRAND POSITIONING AND MANAJEMEN IN ENHANCING MICRO BUSINESS COMPETITIVENESS

Abstract

This study examines the challenges faced by Micro, Small, and Medium Enterprises (MSMEs) in Cirebon, focusing on product innovation and brand positioning as key strategies for enhancing competitiveness. The research aims to explore how these strategies can be applied to overcome market challenges and improve business performance. Using a literature-based methodology, data was collected from academic journals, books, and previous studies related to MSME competitiveness. The findings reveal that MSMEs that implement product innovation and strong brand positioning are better equipped to differentiate themselves, attract customers, and achieve sustainable growth. The study concludes that external support, such as government programs and training, is crucial for MSMEs to successfully execute these strategies.