Operational Strategy and Brand Competitive Advantage in MSMEs: A Case Study of Venta Footwear

Abstract

This study aims to analyze the operational strategies implemented by Venta Footwear, a women’s footwear MSME, and examine how these strategies contribute to the creation of brand competitive advantage. A qualitative approach was employed, with data collected through in-depth interviews with the founders and analysis of production, marketing, and technological practices. The findings show that Venta adopts a cost leadership strategy supported by flexible production through outsourced manufacturing. In addition, digital marketing through platforms such as Shopee and Instagram plays a significant role in reaching target consumers. The company successfully delivers an “affordable luxury” value by maintaining product quality while offering competitive prices. This alignment between cost efficiency and perceived value strengthens brand positioning and enhances customer trust. Furthermore, active customer engagement contributes to the development of loyalty, which supports sustainable competitive advantage. The study highlights that operational strategies, when aligned with value creation and customer perception, can extend beyond efficiency and become a key driver in building brand competitive advantage. These findings provide practical insights for MSMEs in integrating operational and branding strategies to improve competitiveness.