Analisis Perumusan Strategi Bisnis untuk Meningkatkan Daya Saing Tjap Njonja Patisserie & Bistro Bojonegoro

Abstract

This study aims analyze the internal and external conditions of Tjap Njonja Patisserie & Bistro Bojonegoro and to formulate business strategies to enhance its competitive advantage. The research employs a qualitative approach with case study design, using SWOT analysis as the primary tool. Data were collected through in-depth interviews with the operational manager, direction observation, and documentation. The results of the Internal Factor Evaluation (IFE) matrix yielded a weight score of 2,92, indicating a strong internal position supported by consistent product quality, business concept differentiation, building aesthetics, and continuous innovation, the External Factor Evaluation (EFE) matrix produced a score of 3,04 , reflecting the company’s highly responsive posture toward external opportunities such as the growing trend of pastry consumption, increasing consumer interest in aesthetic dining experiences, and the expansion of digital ordering platforms. Based on Internal-External (IE) matrix, the company is positioned in Cell II, recommending a “grow and build” strategy. The SWOT matrix analysis produced four strategic alternatives: SO strategies (leveraging strengths to capture opportunities), WO strategies (overcoming weaknesses through opportunities), ST strategies (using strengths to mitigate threats), and WT strategies (minimizing weaknesses while avoiding threats). The formulates strategies are focused on digital content optimization, continuous menu innovation, expansion of online ordering, and strengthening the company’s premium positioning

Keywords: Business Strategy, Competitive Advantage, SWOT Analysis, F&B SMEs , Tjap Njonja Patisserie