Fitri Hairani Fitri Hairani, Mardiana Mardiana, Zuryani Hilma


This study aims to identify external factors and internal factors that exist in running a business, and formulate alternative strategies in developing a Coffee Shop Corner Coffee business in Tampan District. The sampling method used is purposive sampling. Purposive technique occurs when the researcher selects a sample based on several criteria (Cooper and Schindler, 2006). Respondents who were chosen were 5 experts from 2 internal people and 3 external people from Corner Coffee. This study uses the SWOT analysis method. The results of this study indicate that in the New Normal Era this corner coffee has internal strength and can take advantage of existing opportunities even though it still has weaknesses and threats, one of which is the threat of competitors and new entrants to their business. Corner Coffee is also known to be in quadrant 1 which is in a very profitable situation so that it can also be seen that Beby's Coffee has balanced opportunities and strengths so that it can minimize the weaknesses and threats of Corner Coffee by taking advantage of existing opportunities. The results of the formulation of the SWOT matrix strategy are showing a tendency towards the SO strategy. This is known because the SO strategy has the highest value, which is 4.10. So it is known that Corner Coffee can use or implement SO strategies, namely: a. Continue to maintain product quality and innovate new products such as the Kopi Seliter product. b. Keep maintaining affordable product prices and promos on gofood and grabfood. c. Taking advantage of the strategic location of the shop and easy to find by expanding the land, for example land for parking so that consumers who want to visit are not worried about their vehicles. d. Continue to maintain good relations with employees so that employees feel comfortable working and maintain good relations with suppliers of raw material for coffee products so that Corner Coffee can still get good product raw materials at slightly affordable prices. e. Continue to maintain the COVID-19 prevention health protocol and several new regulations that have been set during the New Normal Era so that customers still feel comfortable and easy to enjoy Corner Coffee, maintain existing facilities and add facilities that are still lacking.

Keywords : devolopment, strategy, coffee shop, and SWOT

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