Analisis Strategi Bisnis Kedai Kopi di Temanggung (Studi Kasus: Warkop Temanggung, Temanggung, Jawa Tengah)
Abstract
Meningkatnya konsumsi dan budaya minum kopi di Indonesia menyebabkan peluang bisnis kedai kopi meningkat. Menurut survey Toffin selaku coffee business platform, jumlah kedai kopi di tahun 2019 mencapai lebih dari 2950 kedai (tiga kali lipat dibanding 2016). Temanggung merupakan salah satu sentra produksi kopi terbesar di Jawa Tengah, Indonesia. Pada tahun 2018, sebesar 47 persen produksi kopi Jawa Tengah berasal dari Temanggung sebanyak 10.454,58 ton. Warkop Temanggung adalah salah satu kedai kopi yang terkenda dampak Pandemi Covid-19 di tahun 2020 namun mengalami peningkatan pendapatan dibanding awal periode pandemi. Ketatnya persaingan mendorong dilakukannya penelitian analisis strategi bisnis di Warkop Temanggung dengan tujuan mengidentifikasi faktor-faktor internal dan eksternal yang mendukung maupun menghambat usaha, merumuskan alternatif strategi, serta merumuskan strategi bisnis yang paling tepat. Alat penelitian yang digunakan meliputi EFE, IFE, IE, SWOT, dan QSPM. Analisis IE menghasilkan posisi strategis Warkop Temanggung ada pada posisi hold and maintain. Matriks SWOT menghasilkan sepuluh alternatif strategi bisnis. Matriks QSPM menghasilkan prioritas strategi utama berupa mempertahankan rasa khas signature coffee dan harga yang unggul. The increasing of consumption and coffee drinking culture in Indonesia has caused coffee shop business opportunities to increase. According to Toffin's (coffee business platform) survey, the number of coffee shops in 2019 reached more than 2950 shops (three times compared to 2016). Temanggung is one of the largest coffee production centers in Central Java, Indonesia. In 2018, 47% of Central Java's coffee production came from Temanggung as much as 10,454.58 tons. Warkop Temanggung is one of the coffee shops affected by the Covid-19 Pandemic in 2020 but experienced an increase in revenue compared to the beginning of the pandemic period. The tight competition has prompted a research to analyze the business strategy of Warkop Temanggung with the aim of identifying internal and external factors that support or hinder the business, formulate alternative strategies, and formulate the most suitable business strategy. The research tools used include EFE, IFE, IE, SWOT, and QSPM. IE analysis resulted in Warkop Temanggung's strategic position being on hold and maintain. The SWOT matrix resulted in ten alternative business strategies. The QSPM matrix generates the main strategic priority which is maintaining the signature coffee taste and cheaper price.
Collections
- UT - Agribusiness [4608]