The rapid development of the craft and fashion industry has made business competition in the industry more competitive. It makes businesspeople have to develop strategies to survive and win the competition. This study aims to analyze and determine the development of a competitive strategy that is appropriate for the company. Data were obtained from observation, in-depth interviews, questionnaires, documentation, and literature studies. This study used four informants, namely the head of the

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... ch of PT. Velesia, head of general affairs/ HRD of PT. Velesia, marketing helper staff of PT. Velesia and director of a major competitor (CV. Bhumi Cipta Mandiri). The analytical technique used in this study is Meta-SWOT analysis which analyzes internal factors with a resource-based view analysis and external factors with PESTEL analysis. Based on the results of the Meta-SWOT analysis, the quadrant position of PT. Velesia is in quadrant I of the grand strategy matrix, which indicates the right competitive strategy for PT. Velesia is market penetration, market development and product development. The penetration strategy that can be done by PT. Velesia increases promotions, maintains prices, adds workers, and cooperates with other companies. The market development strategy that the company can do is to expand the market segment targeted by the company. Product development strategy that can be done by PT. Velesia is conducting market research on the types of bag products that are becoming a trend, creating new product lines, improving product quality, strengthening product values and collaborating with designers.