Perancangan Formulasi Strategi Pertumbuhan Bisnis Kopi di Cita Rasa Coffee and Eatery

Abstract

Bertambahnya jumlah pelaku usaha di sektor kuliner khususnya minuman kopi sejalan dengan meningkatnya tingkat konsumsi kopi. Namun, pertumbuhan operasional kedai kopi yang terus berkembang tidak selalu dapat bertahan dalam jangka panjang. Persaingan yang semakin intens di industri ini menciptakan tingkat kompetisi yang tinggi, karena konsumen memiliki beragam pilihan untuk memenuhi kebutuhan mereka akan layanan dan ketersediaan kopi. Cita Rasa Coffee and Eatery menghadapi beberapa tantangan bisnis, termasuk fluktuasi jumlah pelanggan, meningkatnya biaya bahan baku, persaingan yang ketat, rendahnya kesadaran merek, kondisi keuangan yang tidak stabil, dan strategi bisnis yang belum berkembang. Penelitian ini bertujuan untuk mengidentifikasi permasalahan bisnis yang dihadapi oleh Cita Rasa Coffee and Eatery, menganalisis Business Model Canvas yang dimiliki, serta mengevaluasi faktor internal dan eksternal melalui pendekatan SWOT dan Matriks IE untuk mengungkap kekuatan, kelemahan, peluang, dan ancaman. Berdasarkan analisis tersebut, formulasi strategi dirancang untuk diimplementasikan guna mendorong pertumbuhan dan daya saing bisnis secara berkelanjutan. Metode penelitian menggunakan analisis BMC, SWOT, dan AHP. Hasil penelitian menunjukkan strategi pertumbuhan bisnis yang diusulkan meliputi penetrasi pasar layanan kopi bergerak yang terjangkau, kolaborasi rutin dengan kelompok komunitas, optimalisasi keterlibatan media sosial, dan perluasan opsi pembelian online melalui platform seperti Grab, ShopeeFood, dan Gojek. Pendekatan strategis ini bertujuan untuk meningkatkan daya saing, memperluas jangkauan pasar, dan menciptakan stabilitas keuangan bagi Cita Rasa Coffee and Eatery.

The increasing number of entrepreneurs in the culinary sector, particularly in the coffee beverage industry, is in line with the rising coffee consumption levels. However, the continuously growing operational performance of coffee shops may not always be sustainable in the long term. The intensifying competition within this industry creates high competition levels, as consumers have a variety of choices to meet their service and coffee availability needs. Cita Rasa Coffee and Eatery faces several business challenges, including fluctuating customer numbers, rising raw material costs, fierce competition, low brand awareness, unstable financial conditions, and underdeveloped business strategies. This study aimed to identify the business problems faced by Cita Rasa Coffee and Eatery, analyze its Business Model Canvas, and evaluate internal and external factors through SWOT and IE Matrix approaches to uncover strengths, weaknesses, opportunities, and threats. Based on the analysis, a strategy formulation was developed to be implemented for driving growth and business competitiveness sustainably. The research used BMC, SWOT, and AHP analysis methods. The results of the study suggested proposed business growth strategies, including affordable mobile coffee service market penetration, regular collaboration with community groups, optimization of social media engagement, and expanding online purchase options through platforms such as Grab, ShopeeFood, and Gojek. This strategic approach aims to enhance competitiveness, expand market reach, and create financial stability for Cita Rasa Coffee and Eatery.