STRATEGIC ANALYSIS OF F&B COFFEE

Abstract

Kopi Kenangan is one of the largest coffee beverage companies in Indonesia that has successfully developed a business model based on digital technology and the grab-and-go concept. Amid increasingly fierce competition in the coffee industry, Kopi Kenangan is required to continue developing appropriate business strategies to maintain competitiveness and expand market share. This study aims to identify and analyze the business strategies implemented by Kopi Kenangan through an analysis of the company's internal and external factors. The method used is a SWOT analysis with the Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE), and Quantitative Strategic Planning Matrix (QSPM) approaches. The results of the study indicate that Kopi Kenangan has key strengths in high brand awareness, the use of digital technology, and an extensive outlet network. Meanwhile, intense industry competition and changing consumer preferences are the main challenges. Based on the results of the QSPM analysis, the most appropriate strategy to implement is product development and menu innovation based on consumer needs.