Analisis SWOT Terhadap Strategi Bisnis Kafe Seindah Dulu Dalam Menghadapi Persaingan Kafe-kafe di Kandangan

Abstract

This study aims to analyze the business strategies of Kafe Seindah Dulu in facing competition from other cafés in Kandangan using SWOT analysis. The research method employed is a case study with a qualitative approach. Data were collected through interviews, observations, and document studies. The results indicate that Kafe Seindah Dulu has strengths in product and service quality, a strategic location, and a strong brand image. However, the main weaknesses include limited capital and a lack of innovation. Opportunities include the growth of the café industry, increased consumer purchasing power, and preferences for local cafés. Meanwhile, the primary threat comes from new competitors offering competitive concepts and pricing. Based on the SWOT analysis, strategies that Kafe Seindah Dulu can implement include market penetration, product development, and diversification.