ANALYSIS OF STRATEGIS IN SMALL MEDIUM ENTERPRISES (SMEs) COFFEE SHOP (STUDY CASE SMEs RANTAU COFFEE SHOP IN CIKARANG)

Abstract

ABSTRACT Currently, business competition in Bekasi is going to increase especially for Small Medium Enterprises (SMEs). Where the competitors will do something to strengthening their identity such as creating new and interesting types of products, doing cooperation, etc. It is also faced by Rantau coffee shop in the marketing, where the problems marketing in Rantau coffee shop is lack to maximum the ability to strengthening the identity because high business competition. And the aims of this Research are to find the strategy can suitable Rantau Coffee Shop in confronting of the high business competition. to find the alternative strategy, thereby needs some measurement to know the suitable strategy alternative for strengthening they identity with identify internal environmental factors and external environmental factors of Rantau coffee shop for a finding of weight and rating each internal and external environment, then supported by several methods that can be used such as the SPACE matrix, SWOT method, and QSPM method. From those measurements, I found that IFE from Rantau coffee shop is 0.93 and EFE is 1.03 with the strategy alternative based on SPACE Matrix is aggressive strategy.