Hubeis and Nijab (2014) mentioned that reformation of information and globalization lead to rapid and everchanging major changes in the environment which tend to be difficult to predict. As the impact, the competition becomes tighter and organizations face more complex issues. Regarding to the fact, it is necessary to make an analysis on the extern and intern conditions faced by businessman. Thus, business owners will grow awareness and understanding on the implications of the shifting condition to be able to compete in the market in the most effective way. Solihin (2012) stated that extern environment allows businessman to identify various opportunities and theats, while the intern environment gives some insights about strengths and weaknesses. Another key factor in managing a business is the use of effective business strategies to win the market. Businessman is competing against each other to win the competiton. The attempts made to win over the competiton are referred as business strategies. According to Assauri (2013), business concepts and strategies are basicly attempts to relate certain stategy to the supremacies that can be obtained from the implementation of the strategy. This notion includes pattern of actions in implementing certain strategies to achieve certain target or expectation. Business strategy is an effort made to add uniqueness to business to win the market competition. The uniqueness can be
RJOAS, 1(73), January 2018 59 achieved if a company uses unique ways in promoting the values of a superior product to the consumers. This study was brought as an immediate response toward the tight market competition faced by business owners ( MSMEs ) in Bajawa regency, Nusa Tenggara Timur Province, Indonesia. The researchers suspected some issues related to the lack of innovation, improper business strategies and slow reaction toward changes in business environment. Owners of MSMEs business tend to play passive in promoting their goods and services because most of them chose to patiently and passively wait for the consumers to come and buy their products. This condition is intrigued the reseachers to conduct a deeper study on the dynamic business environment in Bajawa regency and its implication toward the use of certain business strategies in running certain business, as well as its implication toward the business performance. Bajawa regency is one of regencies in Ngada district, Nusa Tenggara Timur. The fact that there were high numbers of owners whose business had not yet been legally registered in the Cooperative Department, MSMEs, Industrials and Trading Department in Ngada District. Based on the data, it has been known that only 174 people out of 458 business owners who have registered their enterprises. Another issue was related to the high number of micro enterprises while Bajawa regency is the central regency in Ndada district. The data released by the Cooperative Deartment, MSMEs ¸ and Industry and Trade of Ngada District 2015 show that UMKM members were dominated by micro-scale business owners (82.97%), small-scale business owners (16.38%). There were only 0.66% of
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