Coffee Shop Development Strategy: SWOT Analysis: Case Study in Tangerang and Jakarta Region – A Qualitative Approach

Authors

  • Rosalin Ayal*, Indriana, Meutia Sistarani, Gatot Hendra Prakoso

Abstract

The purpose of the paper is to report development strategy of a coffee-shop. This research used in-depth interview with the owners of the coffeeshop in term of finding the development strategy that they decided to use and match it with the business development strategy theory. The finding shows that the owners of the coffeeshop chose to develop their business based on their consideration of the location. They decided to start a new coffeeshop in the new location based on the fact that they have gained earlier – potential market, traffic, and the existing condition of the venue. This paper found three separate themes of how people develop their business – mainly coffeeshop, which are: potential market, traffic, and existing condition of the venue.

 

Published

2020-12-04

Issue

Section

Articles