Strategi Bisnis Pada Restoran Mojo Ringroad Medan Menggunakan Analisis SWOT

Abstract

Competition that occurs in Indonesia requires business players to continue to develop their strategies in the market. The current development of the restaurant business in the market and increasing demand from consumers, of course entrepreneurs have made it a business opportunity to set up a business. Mojo is a food and beverage business which is one of the restaurant businesses located on Jl. Black Crow No. 99 (Home Centra), Asam Kumbang, Medan Selayang District, Medan City. During October 2022 to September 2023, monthly sales of Mojo Ringroad food and beverage products experienced unstable sales every month, this also had an impact on increasing profits obtained by Mojo. However, currently Mojo still has shortcomings and has not yet developed completely to be able to compete with competitors. Mojo Ringroad needs to design the right alternative business strategy to be able to compete with competitors. The purpose of this research is to determine the internal and external factors of the restaurant and also to obtain the right business strategy for the Mojo restaurant. The results of this research are recommendations for Mojo's business development strategy by analyzing the internal and external environment obtained by SWOT analysis which is then processed using the IFE and EFE matrices. The QSPM matrix is used to select the best alternative business strategy. From the results of the QSPM Matrix through brainstorming, the strategies that have been prioritized are reduced to formulating strategic targets and determining indicators. This research produced 9 internal factors with an IFE matrix score of 2.731 and 7 external factors with an EFE matrix score of 2.595. The results of the SWOT matrix produce 8 alternative business strategies. Based on QSPM analysis, one of the best strategies was chosen, namely carrying out promotions on various social media platforms by following trends, for example by making videos of ongoing collaborations and ongoing promos to reach more customers with a TAS score of 84.24.