STRATEGI INOVASI DAN ORIENTASI PASAR PADA BISNIS NILU KOPI DALAM MERAIH KEUNGGULAN BERSAING

Innovation is key in business life because it is an essential resource for companies to grow. Competition in the business world drives entrepreneurs to have advantages and strategies that allow them to survive and even dominate in the competition. Those who can offer superior products thru innovation have a greater chance of attracting consumer interest. Nilu Kopi UIN Salatiga is experiencing aggressive growth (Growth Oriented Strategy). Businesses with the ability to innovate can adopt the latest technologies and integrate them into their operations, thereby increasing efficiency and competitiveness. Companies that can quickly adapt their strategies, technologies, and operations have a greater chance of winning the competition, creating added value for customers, and achieving sustainable growth, thus maintaining competitiveness in a constantly changing market. Achieving excellence in competition for business owners will lead to a tangible improvement, followed by the successful implementation of a good market orientation.