Perancangan Strategi Bisnis Natura Cafe Menggunakan Analisis SWOT Dan Implementasi Pada Business Model Canvas

Hakim, Muhammad Rizky Fitra (2026) Perancangan Strategi Bisnis Natura Cafe Menggunakan Analisis SWOT Dan Implementasi Pada Business Model Canvas. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan industri kafe di Indonesia, khususnya di Gresik, menunjukkan tingkat persaingan yang semakin tinggi seiring dengan pergeseran perilaku konsumen, di mana konsumen tidak hanya mencari produk, tetapi juga pengalaman sosial dan nilai estetika. Natura Café sebagai kafe berbasis komunitas dengan penawaran musik live terkemuka menghadapi tantangan akibat perubahan preferensi pasar dan intensitas persaingan yang meningkat. Kondisi ini berdampak pada penurunan kinerja bisnis yang ditunjukkan oleh tren penurunan dan ketidakstabilan pendapatan. Masalah ini menunjukkan perlunya pengembangan strategi bisnis yang lebih selaras dengan kondisi internal perusahaan dan dinamika lingkungan eksternal. Oleh karena itu, penelitian ini bertujuan untuk menganalisis kondisi internal dan eksternal Natura Café menggunakan analisis SWOT dan mengimplementasikan strategi yang dihasilkan ke dalam Business Model Canvas (BMC) sebagai dasar pengembangan model bisnis. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara dan observasi. Analisis dilakukan menggunakan Matriks Evaluasi Faktor Internal (IFE), Evaluasi Faktor Eksternal (EFE), dan Matriks SWOT. Hasil penelitian menunjukkan bahwa Natura Café berada di Kuadran I, sehingga strategi yang diprioritaskan adalah strategi Strength–Opportunity (SO). Strategi ini menghasilkan usulan reposisi strategis Natura Café sebagai kafe komunitas berbasis pengalaman, yang kemudian diimplementasikan ke dalam sembilan elemen Business Model Canvas. Usulan ini diharapkan dapat memperkuat daya saing Natura Café melalui pengembangan customer experience, diversifikasi aktivitas, dan penguatan kolaborasi dengan komunitas dan brand.
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The development of the cafe industry in Indonesia, particularly in Gresik, shows increasing levels of competition along with shifts in consumer behavior, where consumers are not only looking for products, but also social experiences and aesthetic value. Natura Café, as a community-based cafe with a leading live music offering, faces challenges due to changing market preferences and increasing competitive intensity. This condition has an impact on declining business performance, indicated by a downward trend and instability of revenue. This problem indicates the need to develop a business strategy that is more aligned with the company's internal conditions and the dynamics of the external environment. Therefore, this study aims to analyze the internal and external conditions of Natura Café using a SWOT analysis and implement the resulting strategy into a Business Model Canvas (BMC) as a basis for business model development. This study uses a descriptive qualitative approach with data collection techniques in the form of interviews and observations. The analysis was conducted using the Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, and the SWOT Matrix. The results show that Natura Café is in Quadrant I, so the prioritized strategy is the Strength–Opportunity (SO) strategy. This strategy resulted in a proposed strategic repositioning of Natura Café as an experience-based community café, which was then implemented into the nine elements of the Business Model Canvas. This proposal is expected to strengthen Natura Café's competitiveness through customer experience development, activity diversification, and strengthened collaboration with the community and brand.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Business Model Canvas, Customer Experience, Daya Saing, Strategic Repositioning, SWOT
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Muhammad Rizky Fitra Hakim
Date Deposited:	06 Aug 2026 01:45
Last Modified:	06 Aug 2026 01:45
URI:	http://repository.its.ac.id/id/eprint/144126

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