Alternative Business Development Strategy of Tung Tau Coffee Shop

Abstract

The pattern of modern society today tends to consume practical food or drink. One of them is a businessman who took advantage of the opportunity, establishing Tung Tau Coffee, a coffee shop in Pangkalpinang City. Competition is very high in the coffee shop business, resulting in a decrease in the number of visitors who come to the Coffee stall. This research aims to formulate alternative business development strategies for coffee shops to overcome the tendency of falling visitor numbers. This study uses qualitative descriptive analysis methods with SWOT approach and uses example withdrawal methods with purposive sampling. Alternative strategies obtained to overcome the tendency to decrease the number of visitors based on SWOT analysis include implementing market penetration methods, implementing alternative product marketing channel development, implementing market development models, and determining additional new product suppliers.