Analisis Strategi Bersaing (Studi pada Café Resep Nenek Moyangku Jalan Teuku Umar Medan)

Abstract

Each run a business there is competition between the businesses with other businesses. Companies need the right competitive strategy to win the competition. One step to define the strategy is to analyze the factors internal and external of the company. The method used in this research is descriptive method with qualitative analysis. This research was conducted at Cafe Recipes ancestors. The research was conducted in February-March 2017. The informants in this study is divided into three types of key informants informants, key informants, and additional informants. This research data analysis techniques using SWOT analysis approach Factors Internal and External Factors Analysis Summary . . Through SWOT analysis conducted by researchers, resulting that position Cafe Recipes ancestors are in quadrant I, wherein Cafe Recipes ancestors has a value of 2.600 internal factors and external factors value of 2.550. It shows that Cafe Recipes ancestors have the power and opportunity are huge compared to the weaknesses and threats. SO strategy is the most appropriate strategy for Cafe Recipes ancestors to maximize the strengths of internal and external opportunities. Other strategies can be used as alternative strategies that can be used by Cafe Recipes ancestors as a reference and consideration to expand the business, increase sales volume and keeping ahead of the competition