Analisis Swot Sebagai Strategi Pengembangan Bisnis Master Fried Chicken Di Bandar Lampung
Abstrak
This study aims to evaluate the strategic position of Master Fried Chicken in Bandar Lampung, utilizing the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis framework. The rapid growth of the fast-food industry, coupled with increasing competition from major international brands and local players, highlights the need for effective business strategies. The research investigates internal strengths, such as competitive pricing and distinct taste, as well as weaknesses like limited menu variety and underutilized digital promotions. The methodology employs a descriptive design, combining qualitative and quantitative approaches, involving customer surveys, interviews with business owners, and operational observations. Data analysis integrates descriptive statistics and SWOT analysis to provide actionable insights. Results indicate significant opportunities in leveraging digital platforms and evolving consumer interest in local cuisine while addressing threats from market competition and changing consumer preferences.
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Referensi
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Hak Cipta (c) 2024 Rian Saputra, Yusnita Sarnanda, Arina Pramudita, Vicky F Sanjaya (Penulis)

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