Analisis Strategik Bisnis pada Catering Rumahan di Kecamatan Kemiling Bandar Lampung : Studi Kasus Catering Qomii Food Kecamatan Kemiling

Sheva Naufal Abdurrasyid; Rr. Erlina

doi:10.61132/manuhara.v4i3.2636

Authors

Sheva Naufal Abdurrasyid Universitas Lampung
Rr. Erlina Universitas Lampung

DOI:

https://doi.org/10.61132/manuhara.v4i3.2636

Keywords:

Business Development Strategy, Catering Services, MSMEs, QSPM, SWOT

Abstract

The increasing competition in the catering service industry has encouraged Qomii Food Catering in Kemiling District, Bandar Lampung City, to develop appropriate business strategies to enhance its competitiveness and ensure business sustainability. This study aims to analyze the internal and external factors affecting the business, formulate strategic alternatives using SWOT analysis, and determine the priority strategy through the Quantitative Strategic Planning Matrix (QSPM). This research employed a qualitative descriptive approach with a case study design. Data were collected through interviews, observations, documentation, and questionnaires involving five respondents, and analyzed using the Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE), SWOT, and QSPM matrices. The results indicate that the IFE score of 3.128 and the EFE score of 2.551 position the company in Cell IV of the IE Matrix (grow and build), resulting in eight strategic alternatives. Based on the QSPM analysis, maintaining product quality and service excellence emerged as the top priority strategy with the highest Total Attractiveness Score (TAS) of 4.191. This strategy is considered capable of leveraging the company's key strengths while improving its competitiveness and supporting long-term business sustainability in the increasingly competitive culinary industry.

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