Business Development towards Competitive Advantage in the Era of the Industrial Revolution 4.0 on MSMEs Guitar Artists in Sukoharjo Regency

Introducing new and updated products is a way for companies to survive in a market. The purpose of this study is to identify and describe the important stages in business development and the formulation of business development strategies, analyze the internal and external environment, and plan business development for MSME Guitar Craftsmen in Sukoharjo Regency. The data collection method used in this study was interviews. The data analysis method used is descriptive qualitative analysis. The results showed that the SMEs of Guitar Craftsmen in Sukoharjo already have high competitiveness. In order to maximize the development of SMEs , several strategies that can be proposed through the RBV approach are assistance by the Small and Medium Enterprises Cooperative Trade Office of Sukoharjo Regency in branding, copyright, and preparation to penetrate the export market,and strengthening capacity and cohesion with fellow members of the Amanah Cluster in determining the network and negotiating raw material prices with suppliers