The Building Analysis of Restaurant using SWOT Methods

(CASE OF STUDY AYAM GEPREK SA'I MAJENANG)

Abstract

This research was conduct based on the growing member of similar industry of Ayam Geprek Sa’i Majenang which makes intense competition. Therefore, rewuired right strategies to increase product competitiveness of Ayam Geprek Sa’i Majenang. This research include Qualitative Descriptive research, which focused on SWOT analysis to help the owner of Ayam Geprek Sa’i Majenang to increase the company competitiveness . So, the company are capable to compete with other competitor which has a same type of product. The data collection that used in this research was using several methods, there are interview, observation and documentation. This research was used data analysis with interactive model that developed by Miles and Huberman. Researcher used a source triangulation to measuring the data validity. Based on analysis redult which used IFAS and EFAS matrix, and SWOT cartesius diagrams, obtained a strategy which located in the first quadrant. The meaning is SO strategy that used strength factor to involve the opportunity factor. The implementation of this strategy are to increase the quality of service in Ayam Geprek Sa’i Majenang. So, Ayam Geprek Sa’i Majenang are capable to compete with other similar company and the innovation of its product can lead the market.