Business Strategy Formulation Using the SWOT Method for Rona Coffee Shops

Utami, Endah and Sudarmaji, Muhammad Tidar (2022) Business Strategy Formulation Using the SWOT Method for Rona Coffee Shops. International Journal of Economics, Business and Management Research (IJEBMR), 6 (7). pp. 316-335. ISSN ISSN: 2456-7760

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This study aims to formulate a business strategy of a coffee shop business based on methods that
are generally used in strategic management. Facing fairly tight competition in the business
world, management is required to always evaluate its business conditions such as where the
business is currently located. To determine the position of the business, it is necessary to analyze
its internal conditions and external conditions. These two analyzes are known as SWOT analysis.
The method used in this study is the interview and questionnaire method. The benefit of this
analysis is that management needs to prepare improvements to its business strategy so that it can
compete with its competitors. Internal Factors Analysis Summary and Exsternal Factors Analysis
Summary methods are used to determine the business position of Rona Coffe Shops. While the
SWOT method is used to formulate business strategies based on internal and external conditions.
The results of the study showed that Rona Coffee Shops was in the business position of quadrant
VII, namely Growth (growth strategy). So the right treatment is Hold and Maintenance (defense
and maintenance), which is obtained from the IFE matrix of (3.20) and the EFE matrix of (1.77).
Based on the business position, business strategies that can be planned by the company based on
SWOT analysis can be generated four alternative business strategies, namely by expanding the
distribution network, increasing promotions, increasing consumer and employee loyalty, and
developing products to maintain the selling price of products.

Item Type: Artikel Umum
Keyword: Business Strategy, Coffee shops, EFE Matrix, IFE Matrix, SWOT Analysis
Subjects: T Technology > TX Home economics
Divisi / Prodi: Faculty of Industrial Technology (Fakultas Teknologi Industri) > S1-Industrial Engineering (S1-Teknik Industri)
Depositing User: Handi Dharmawan
Date Deposited: 28 Mar 2023 03:34
Last Modified: 28 Mar 2023 03:34

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