Research Article
Coffee Shop Business Strategy "Warkam” in Gresik Based on Soar: Efforts to Increase Competitive Advantage
@INPROCEEDINGS{10.4108/eai.1-8-2024.2354996, author={Muhamad Ilham Achsan and Vembri Aulia Rahmi and Hadi Ismanto and Aries Kurniawan}, title={Coffee Shop Business Strategy "Warkam” in Gresik Based on Soar: Efforts to Increase Competitive Advantage}, proceedings={Proceedings of the 1st International Conference on Business Economics, Entrepreneurship, and Social Sciences, ICBEESS 2024, 1st August 2024, Gresik, East Java, Indonesia}, publisher={EAI}, proceedings_a={ICBEESS}, year={2026}, month={2}, keywords={soar strategy and coffee shop}, doi={10.4108/eai.1-8-2024.2354996} }- Muhamad Ilham Achsan
Vembri Aulia Rahmi
Hadi Ismanto
Aries Kurniawan
Year: 2026
Coffee Shop Business Strategy "Warkam” in Gresik Based on Soar: Efforts to Increase Competitive Advantage
ICBEESS
EAI
DOI: 10.4108/eai.1-8-2024.2354996
Abstract
This research aims to analyze the business strategy of the "WARKAM" coffee shop in Gresik based on SOAR (Strengths, Opportunities, Aspirations, Results) in an effort to increase competitive advantage. This research using a qualitative approach with phenomenological to explores the experiences and perceptions of WARKAM business actors and customers through interviews, observation and documentation. The research results show that WARKAM has several main advantages such as a strategic location, affordable coffee prices, an attractive interior concept, and a strong customer community. The strategies implemented include developing new menus and locations, improving customer service, and collaborating with local coffee farmers. In addition, the use of social media and customer loyalty programs is expected to expand market and to strength WARKAM's competitive position, making it the main destination for coffee lovers in Gresik. The research recommend to optimize potential in facing a competition in the coffee shop by SOAR.
