<![CDATA[This study aims to analyze the application of SWOT analysis in determining business development strategies for BAGI KOPI, a coffee-based Micro, Small, and Medium Enterprise (MSME). This research employs a qualitative method with a case study9 approach. Data were collected through interviews, observations, and documentation involving the owner, core employees, baristas, and customers of BAGI KOPI. The data were analyzed by identifying internal factors consisting of strengths and weaknesses, as well as external factors consisting of opportunities and threats. These factors were then analyzed using a SWOT matrix to formulate appropriate business development strategies. The results show that BAGI KOPI's strengths include product quality, affordable prices, good customer service, menu variety, business location, and product consistency. Its weaknesses include limited capital, less optimal digital promotion, limited human resources, and the need for improved equipment and business management. The opportunities include the growing coffee consumption trend, the development of social media marketing, delivery services, menu innovation, and market growth. Meanwhile, the threats include intense competition, fluctuations in raw material prices, changing consumer preferences, price competition, and the emergence of new coffee shop concepts. Based on the SWOT analysis, the proposed development strategies include improving digital marketing, utilizing delivery services, maintaining product quality and customer service, developing menu innovations, and gradually improving human resources and equipment. The implementation of these strategies is expected to support BAGI KOPI in increasing its competitiveness and achieving sustainable business development.]]>
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