STRATEGI PENGEMBANGAN BISNIS OPII KOPI MEMANFAATKAN ANALISIS SWOT (IFAS DAN EFAS) SERTA LEAN CANVAS

Abstract

OPII KOPI is one of the Micro, Small, and Medium Enterprises (MSMEs) in the coffee beverage sector located in Pontianak, West Kalimantan, which faces increasingly intense business competition challenges. This study aims to formulate a business development strategy for OPII KOPI by utilizing SWOT analysis (IFAS and EFAS) and Lean Canvas. The research method used is qualitative descriptive with a case study approach, where data collection was conducted through interviews, observation, and documentation. The results show that based on the Lean Canvas analysis, OPII KOPI already has nine business elements; however, there are still major problems such as inconsistency in raw materials, suboptimal promotion, limited menu variations, and minimal utilization of digital technology. The IFAS analysis resulted in a total score of 2.95, indicating a strong internal position, with the greatest strengths being premium raw materials (0.80) and strategic location (0.60), while the greatest weakness was inconsistency in raw materials (0.24). The EFAS analysis resulted in a total score of 2.93, indicating a good ability to respond to external factors, with the greatest opportunity being the increasing public interest in coffee (0.72) and the greatest threat being the emergence of many new competitors (0.45). OPII KOPI's strategic position is in Quadrant I (Aggressive Strategy) with an internal factor difference of 1.65 and an external factor difference of 0.59. The recommended development strategies include SO strategies (optimizing coffee quality, utilizing strategic location, using social media for marketing, loyalty programs, and government support), WO strategies (raw material consistency training, adding menu variations, optimizing social media and online services, collaborating with online delivery services, and improving financial management), ST strategies (maintaining premium quality as a differentiator, strategic location as a competitive advantage, maintaining good relationships with customers, and building a strong brand image), and WT strategies (product innovation, increasing social media promotion, determining permanent suppliers, and product diversification). This research is expected to serve as a reference for other MSMEs in formulating more structured and effective business development strategies by utilizing SWOT analysis and Lean Canvas