Business Development Strategy For Sustainability at Move Up Coffe Shop

Nur Azizah Abidin ()
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Nur Azizah Abidin: Universittas Hasanuddin

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 1179-1188 from Springer

Abstract: Abstract Coffee shops are places to gather and relax while drinking coffee. One of the coffee shops in the southern city of Makassar that has a strategic place is Move Up with a vintage concept. This research was conducted at Move Up. The purpose of this study is to determine the internal and external factors in the development of Move Up and to determine the strategies contained in the development of Move Up using SWOT analysis, to determine which alternative strategies should be used. This research uses a qualitative descriptive approach. After knowing the internal and external aspects and then making a SWOT matrix, the alternative strategies obtained are (SO) Do collabs with brands and food vloggers more often and upload them on social media. (S2,O2), Maintaining the vintage concept that is often used for yearbooks/preweed and uploading it more often on social media (S5,O2,O5) (WO) Make offers for customers and upload them on social media. (W1,W5,O2), Add more menu variations from existing ones (W2,O1), (WO) Make offers for customers and upload them on social media (W1,W5,O2), Add more menu variations from existing ones (W2,O1), (WO) Recruit employees who are trained in their fields. (W4,T3,T4), Increase interesting content on social media (W1,T1).

Keywords: Business Development; Coffee Shop; SWOT (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_96

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DOI: 10.2991/978-94-6463-758-8_96

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