Abstract
The aim of this research are : (1) identify the internal factor of the strength and the weakness of Luhtu”s Coffee Shop ; (2) identify external factor of the opportunities and threats ; and (3) build the strategy of increasing competitiveness in order to enter the market competition. The data were gathered through (1) direct observation; (2) interview ; (3) questionnaires and focused group discussion, and (4) library research. The collected data were analysed based on deskriptive kualitative IFE matix, EFE matrix, SWOT matrix, and QSPM matrix. The analyzing result shown that Luhtu”s Coffee Shop is in growing and developing stage. The result of SWOT analysis identify that they are seven (7) strategies to increase the competitiveness of Luhtu”s Coffee Shop such as : (1) sales innovation; (2) making website, (3) using modern coffee machine, (4) packaging innovation; (5) division of work; (6) product innovation ; and (7) increasing the amount of product. Based on QSPM analysis doing sales innovation is the first strategy to do.
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