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All Journal Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan dan Informatika (MANEKIN)
Aji Setiawan, Kurnia
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Humanities Computer Science & IT Economics, Econometrics & Finance Energy Law, Crime, Criminology & Criminal Justice

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Analisis Strategi Bisnis Dengan Pendekatan Swot Pada Rumah Makan Dzaky Group Aji Setiawan, Kurnia; Erlina, Rr; Firdaus, Luthfi
Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan dan Informatika Vol 3 No 4 : Juni (2025): Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan dan
Publisher : Shofanah Media Berkah

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Abstract

This study aims to analyze the appropriate business strategy for Rumah Makan Dzaky Group in facing the culinary business competition in Bandar Lampung City. The research method used is a descriptive qualitative approach utilizing the SWOT analysis tool (Strengths, Weaknesses, Opportunities, Threats). Data were collected through observation, interviews, and documentation involving five respondents, consisting of one manager, two employees, and two customers of Rumah Makan Dzaky Group. The results of the study, based on the IE analysis, show that the strategic position of Rumah Makan Dzaky Group is in Quadrant V of the IE Matrix, which  corresponds to  the  Hold  and  Maintain  strategy.  Strategies that  can  be implemented include market penetration through enhanced digital marketing, product development to meet consumer trends, and improving coordination and employee training to address internal weaknesses. Based on the SWOT analysis, thirteen strategic alternatives were identified, providing strategic direction for the company to enhance its competitiveness and maintain its presence amid the increasingly competitive culinary industry.
Co-Authors Erlina, Rr