The ability to innovate in entrepreneurship determines the success of the business in the midst of very competitive competition, especially in entering the era of the Asean Economic Community (AEC) and China-Asean Free Trade Agreement (CAFTA). The existence of business groups in the center of the Mejayan brem industry, Madiun Regency, human resources within it have a capable and reliable entrepreneurial ability. The researcher is interested in examining and examining the existence of the brem industry center, and providing guidance as a form of dedication to the surrounding community so that they are more empowered in their economic capacity, can continue to carry out their business activities, and increase their competitiveness in the midst of competition in the AEC and CAFTA. The type of research conducted is qualitative research. The type of approach used in this study is a case study approach. In this study the data collection uses interviews, observation, and documentation. Data analysis using inductive and descriptive methods. The results of the study show that (1) the form of applied entrepreneurship strategy is the entrepreneurial strategy in general, small companies that are growing and developing successfully on an ongoing basis and can compete excellently to have a limited scope of market geographical distribution. (2) The entrepreneurial strategy innovation applied is the marketing mix, including Product, Price, Place/Distribotion, Promotion. (3) Entrepreneurship strategy innovation innovation has succeeded in increasing its sales volume and preparing it to enter the AEC and CAFTA. (4) The results of community economic empowerment appear that the lives of the people are already well-established. Business activities carried out can improve their standard of living and welfare so that they can realize economic independence.
Volume 11 | Issue 11