Strategi Pengembangan Usaha Coffee Shop De Koffie-Pot di Kota Bogor, Jawa Barat

Abstract

Coffee shop is one kinds of restaurant seen as one of a place which is able to represent the lifestyle and social class from a part of urban society. De koffiepot business competition is more competitive than previous time because of the increasing number of coffee shop in Bogor city. It causes the De koffie-pot management have to determine the right decision in product marketing so that it can reach more market share and can keep developing its business in the competitive business competition by creating the right alternative strategy. This research purposes are analyzing internal and external environment condition and creating the alternative of development strategy for De koffie-pot. The method which is used in this research are IFE matrix, EFE matrix, IE matrix, SWOT matrix, and QSPM. The analyzing result showed that De koffie-pot is in growing and developing stage. The result of SWOT analysis identified that there are seven alternative of development strategy which could be applied by De koffie-pot. The strategy with an important priority based on QSPM calculation is doing a sales innovation.