STRATEGIC BUSINESS ANALYSIS OF KOPI KENANGAN IN THE MODERN COFFEE INDUSTRY: AN INTEGRATED SWOT, EFE, IFE, AND QSPM APPROACH

Abstract

With the fast growth of the contemporary coffee industry in Indonesia, competition has been heightened, which requires firms to adopt good business strategies to ensure competitive advantages are maintained. This paper analyses the business strategy adopted by Kopi Kenangan in the contemporary coffee industry and evaluates the strategic position of the company. Qualitative research methods were adopted and comprised the use of both primary and secondary data where the former was collected through interviews and field observation, while the latter entailed the use of information obtained from corporate reports, literature reviews and industry relevant resources. The uniqueness of this study can be attributed to the incorporation of several business strategy analytical frameworks to evaluate the internal and external environment of businesses, including SWOT, EFE, IFE and QSPM. Results show that Kopi Kenangan has adopted a mixed strategy that entails efficiency and product differentiation supported by digitization and rapid growth. The research finds that the firm is in a strategic position although there are issues associated with customer service and efficiency. The study recommends strengthening AI-based digitalization and improving operational consistency to support long-term competitiveness.