Analysis of the Development Strategy of MSME KARA Coffee & Artisan Tea Makassar

Raji’un Salimah (), Muh. Adam A. Perkasa, Muh. Yunus Amar and Nurdjanah Hamid
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Raji’un Salimah: Hasanuddin University
Muh. Adam A. Perkasa: Hasanuddin University
Muh. Yunus Amar: Hasanuddin University
Nurdjanah Hamid: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 2385-2395 from Springer

Abstract: Abstract This research aims to analyze the effective development strategies for KARA Coffee & Artisan Tea by employing SWOT analysis. This research utilizes a qualitative approach that integrates the collection, processing, and analysis of observation and interview data. The subject of this research is KARA Coffee & Artisan Tea, a company specializing in the food & beverage industry, with the Manager and Vice Manager participating as key informants. The credibility of the data analysis in this research is ensured through extended observation, increased persistence, triangulation, and member checks. The data analysis technique employed in this research involves the application of SWOT analysis to align information and assist the company in formulating its business development strategy. Based on the results of the SWOT analysis, KARA Coffee & Artisan Tea’s development strategy lies in quadrant II, emphasizing a diversification strategy to counter external threats by leveraging internal strengths or the ST (Strengths – Threats) strategy. Proposed alternative strategies comprise providing training to enhance employee service quality, improving inventory management systems, conducting research on new product/menu development, adopting a more flexible pricing strategy, and emphasizing a unique café concept to attract customers.

Keywords: MSME Development Strategy; SWOT Analysis; KARA Coffee & Artisan Tea (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-758-8_190

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DOI: 10.2991/978-94-6463-758-8_190

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