ANALISIS SWOT UNTUK EVALUASI STRATEGI PADA COFFEE SHOP: KOPIKA HOUSE
Abstract
The purpose of this study is to determine the company’s strengths and weaknesses in determining the right strategy to be used by Kopika House to compete with other coffee shops. In this study using qualitative data types, and the data sources used are primary data and secondary data. Primary data obtained from direct interviews. Secondary data were obtained from existing sources, namely books and journals related to this research. The method used in this research is SWOT strategy matrix analysis. The 4 SWOT Matrix is PEKU (Opportunities - Strengths), PEKA (Opportunities - Weaknesses), AKU (Threats – Strengths), AKA (Threats – Weaknesses). In presenting the data, the author analyzes Kopika House’s internal and external factors to determine the right strategy to compete with other coffee shops. From the results of this study, the right strategy used is PEKU (Opportunities - Strengths), which uses all strengths to take advantage of opportunities.
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