Business Strategy Formulation Using the SWOT Method for Rona Coffee

Abstract

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.