Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia

Research Article

Analysis of Restaurant Business Strategy in Developing Business using SWOT Analysis

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  • @INPROCEEDINGS{10.4108/eai.8-10-2018.2289288,
        author={Tya Wildana Hapsari Lubis and Yeni  Absah and Arlina Nurbaity Lubis},
        title={Analysis of Restaurant Business Strategy in Developing Business using SWOT Analysis},
        proceedings={Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia},
        publisher={EAI},
        proceedings_a={ICEMAB},
        year={2019},
        month={11},
        keywords={swot analysis strategy business development},
        doi={10.4108/eai.8-10-2018.2289288}
    }
    
  • Tya Wildana Hapsari Lubis
    Yeni Absah
    Arlina Nurbaity Lubis
    Year: 2019
    Analysis of Restaurant Business Strategy in Developing Business using SWOT Analysis
    ICEMAB
    EAI
    DOI: 10.4108/eai.8-10-2018.2289288
Tya Wildana Hapsari Lubis1,*, Yeni Absah1, Arlina Nurbaity Lubis1
  • 1: Universitas Sumatera Utara, Medan, Indonesia
*Contact email: tyalubis71@gmail.com

Abstract

This study aims to find out how the strategy of a restaurant business in developing its business. This research is a qualitative descriptive study. The research sample is Reza's restaurant located on Jl. Pembangunan No. 91 Dr. Mansyur USU Medan. Data analysis techniques used descriptive statistics and SWOT analysis. Data collection uses observation techniques, questionnaires, and in-depth interviews. The results of the study revealed that Reza's restaurant is in a growing condition and requires two strategies, namely (1) intensive strategy, a strategy that can be done based on intensive strategies namely market penetration, market development, and product development. (2) Integrative strategies, strategies that can be carried out based on backward integration, future integration, and horizontal integration