ANALISIS STRATEGI BISNIS PADA KEDAI KOPI LIMASAN KARAWANG
DOI:
https://doi.org/10.36805/manajemen.v5i2.1026Abstract
Kedai Kopi Limasan Karawang merupakan sebuah bisnis UMKM di Karawang
yang sering dikunjungi oleh anak muda dan para remaja. Tujuan dilakukan penelitian
ini adalah untuk mengetahui dan menganalisa strategi bisnis yang ada pada Kedai Kopi
Limasan Karawang ini. Metode yang digunakan pada penelitian ini yaitu metode
analisis deskriptif kualitatif dan menganalisisnya menggunakan Analisis SWOT.
Sumber data yang digunakan dalam penelitian ini yaitu data primer dan sekunder,
dimana data primer ini diperoleh dari hasil observasi dan wawancara mendalam (indepth interview) yang berkaitan dengan strategi bisnis pada Kedai Kopi Limasan
Karawang terhadap subjek penelitian. Hasil dari analisis SWOT dan Matriks SWOT
maka Kedai Kopi Limasan Karawang berada pada Kuadran 1, dimana perusahaan
berada dalam situasi yang sangat menguntungkan. Kedai kopi memiliki peluang dan
kekuatan sehingga dapat memanfaatkan peluang yang ada. Strategi yang harus
diterapkan dalam kondisi ini adalah mendukung kebijakan pertumbuhan yang agresif
(Growth oriented strategy)
Kata Kunci: Analisis SWOT, Strategi bisnis, Kedai Kopi Limasan Karawang
The coffee shop Limasan Karawang is a business UMKM in Karawang frequented by
a young child and the teenager. The purpose of done this study is to find out and then
to analyzed business strategy which is with the coffee shop Limasan Karawang. The
methodology that was used to research that is the descriptive qualitatitve and the
method of analysis using SWOT Analysis. Data source used in research this is primary
and secondary data, where data was obtained from the result of observation and indepth interviews pertaining to business strategy in the coffee shop Limasan Karawang
research to the subject. The result of SWOT Analysis and Matrix SWOT so Coffee
Shop Limasan Karawang are in Quadrant 1, where the company in the situation
extremely fortunate. The coffee shop have a chance and strength that take advantage
of opportunities have. Strategy must be applied in this condition is support growth
oriented strategy.
Key Word : SWOT Analysis, Business Strategy, The Coffee Shop Limasan Karawang
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