ENHANCING KATO HITA COFFEE SALES THROUGH DIGITAL AUGMENTED VITUAL (DAV) MACHINE

Abstract

Long queues are a common issue in various businesses, including coffee shops. This is a frequent customer complaint experienced during visits, sometimes leading to dissatisfaction due to the inconvenience of crowded queues. Therefore, Kato Hita's business plan aims to address this concern by introducing tools based on Augmented Reality (AR) technology, specifically Designed Augmented Virtual (DAV) machines or self-order kiosks. These kiosks aim to facilitate customers in placing orders and transactions, offering a solution to the common complaint of long queues in coffee shops. Kato Hita targets individuals aged 16-23 who seek a place to relax over coffee,socialize, or hang out with friends, as well as newcomers eager to try Kato Hita. To analyze the business plan comprehensively, SWOT, Porter's Five Forces, PESTLE, and the Business Model Canvas are employed. Implementing these analyses enables Kato Hita to develop strategies for competing with other market players. For example, through SWOT analysis, the company can explore potential avenues for gaining a competitive advantage, similar to PESTLE analysis, which helps predict risks associated with political, economic, social, cultural, technological, legal, and environmental factors. Considering political factors, the Indonesian government's support for small businesses utilizing technology, such as Digital Augmented Virtual, is crucial. This support enables gradual growth for small businesses like Kato Hita. Furthermore, technological factors are essential for small businesses to adapt and innovate in the fast-paced technological landscape. Kato Hita recognizes this as a crucial factor for success, allowing the company to quickly adapt and create innovative solutions, ultimately increasing revenue. Porter's Five Forces analysis helps Kato Hita prepare for market trends, enter new markets, and mitigate threats from competitors. The Business Model Canvas plays a vital role in the company's strategy, providing insights for future innovation and adaptability in various situations. In conclusion, the implementation of these analytical methods will empower Kato Hita to endure competition, offering solutions to customer complaints by introducing machines that eliminate long queues and waiting times.