ANALISIS STRATEGI UMKM RUTO COFFEE DALAM MENGHADAPI PERSAINGAN BISNIS DI KOTA TANJUNGPINANG MENGGUNAKAN PESTEL, FIVE FORCES, DAN KEY SUCCESS FACTORS
Keywords:
competitive strategy, PESTEL, Porter's Five Forces, KSF, MSME.Abstract
This study aims to understand the strategy of the Ruto Coffee MSME in facing competition in the coffee shop business in Tanjungpinang City. The method used is a descriptive qualitative approach with a case study approach, through observations, interviews, , and literature review. The analysis was conducted using PESTEL, Porter's Five Forces, and Key Success Factors (KSF). The results indicate that social factors, digital technology advancements, and changes in consumer behavior are the main external influences. Competition in the coffee industry is quite intense due to the large number of new businesses and the coffee lifestyle trend. Ruto Coffee's success is supported by product quality, consistent service, digital promotions, and a comfortable atmosphere. It is recommended that Ruto Coffee strengthen differentiation and digital marketing to maintain competitiveness and business desirability.
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