Evaluasi dan Strategi Perbaikan Usaha Makanan Cepat Saji Fried Chicken di Sabana Kecamatan Kebayoran Lama

Abstract

Persaingan usaha makanan cepat saji yang semakin meningkat mendorong pelaku usaha untuk melakukan evaluasi dan menyusun strategi perbaikan agar mampu mempertahankan daya saing. Penelitian ini bertujuan mengevaluasi pengelolaan usaha Sabana Fried Chicken di Kecamatan Kebayoran Lama dan merumuskan strategi perbaikannya. Penelitian menggunakan metode studi kasus dengan pendekatan deskriptif melalui observasi, wawancara, dokumentasi, serta analisis biaya produksi, SWOT, dan Matriks Internal-Eksternal (IE). Hasil penelitian menunjukkan total biaya produksi selama tiga bulan sebesar Rp207.853.000. Hasil analisis SWOT menunjukkan bahwa usaha memiliki kekuatan dan peluang yang dapat dimanfaatkan untuk pengembangan usaha. Sementara itu, hasil Matriks IE menempatkan usaha pada sel I (grow and build) dengan skor IFE 3,07 dan EFE 3,14. Strategi yang direkomendasikan meliputi peningkatan promosi, penyusunan paket hemat, serta mempertahankan kualitas produk dan pelayanan.

Increasing competition in the fast-food industry requires businesses to evaluate their performance and develop appropriate improvement strategies. This study aimed to evaluate the management of the Sabana Fried Chicken business in Kebayoran Lama District and formulate improvement strategies. A case study with a descriptive approach was conducted using observation, interviews, documentation, and production cost, SWOT, and Internal-External (IE) Matrix analyses. The results showed that the total production cost for three months was IDR 207,853,000. The SWOT analysis indicated that the business has strengths and opportunities to support its development. The IE Matrix placed the business in Cell I (grow and build) with an IFE score of 3.07 and an EFE score of 3.14. Recommended strategies include strengthening promotion, offering value meal packages, and maintaining product quality and service.

Increasing competition in the fast-food industry requires businesses to evaluate their performance and develop appropriate improvement strategies. This study aimed to evaluate the management of the Sabana Fried Chicken business in Kebayoran Lama District and formulate improvement strategies. A case study with a descriptive approach was conducted using observation, interviews, documentation, and production cost, SWOT, and Internal-External (IE) Matrix analyses. The results showed that the total production cost for three months was IDR 207,853,000. The SWOT analysis indicated that the business has strengths and opportunities to support its development. The IE Matrix placed the business in Cell I (grow and build) with an IFE score of 3.07 and an EFE score of 3.14. Recommended strategies include strengthening promotion, offering value meal packages, and maintaining product quality and service.