Competitive Strategy with a Swot Analysis Approach at Coffee Shop Kopi Taman Lamongan

Abstract

This research was conducted at Coffeeshop Kopi Taman Lamongan with the aim of analyzing SWOT, including strengths, weaknesses, opportunities, and threats as a strategy to improve business competitiveness. The research method used is descriptive with a qualitative approach, involving data narration techniques such as interviews, observation, and documentation. Five informants were selected based on the principles of suitability and sufficiency. The results showed strengths such as strategic location, attractive view, good service, premium ingredients, and affordable prices. Weaknesses include points that are vulnerable to rainwater, limited parking areas, inconsistent menu availability, lack of consistency in taste, inadequate human resources. Opportunities exist in menu expansion, strategic location, customer satisfaction, delivery service, social media utilization. Threats include high competition, price and quality competition, customer loyalty, and the influence of silat schools.