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All Journal Formosa Journal of Multidisciplinary Research (FJMR)
Poppy Yosephine Sukatendel
Universitas Sumatera Utara
Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Social Sciences

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Analysis of Co-Working Space Business Strategy with SWOT Method to Increase Visitors and Market Expansion: Case Study of ICO Space Medan Poppy Yosephine Sukatendel; Iskandarini Iskandarini; Meilita Tryana Sembiring
Formosa Journal of Multidisciplinary Research Vol. 4 No. 7 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v4i7.345

Abstract

This research analyzes the business strategy of ICO Space Medan, a co-working space initiated by PT Inalum, using SWOT analysis to identify internal strengths and weaknesses as well as external opportunities and threats. The study adopts a mixed-method approach, combining quantitative questionnaires and qualitative interviews, to evaluate visitor satisfaction, strategic positioning, and market competitiveness. The findings reveal that ICO Space possesses strong internal assets, particularly in its facilities, community, and work environment. However, location accessibility and growing competition pose significant external challenges. Based on the SWOT matrix, the study offers strategic recommendations such as strengthening digital presence, developing hybrid service models, and leveraging government partnerships to enhance market expansion and visitor retention.
Co-Authors Iskandarini Meilita Tryana Sembiring