BUSINESS MANAGEMENT JOURNAL

Waroeng Me Moelai is one of the coffee shops in Pekanbaru City that has become a preferred choice among consumers. However, as a relatively young business, Waroeng Me Moelai must remain adaptive and innovative in response to the intense competition within the coffee shop industry in Pekanbaru. This study aims to conduct a strategic formulation for the business development of Waroeng Me Moelai. The research employs the exploratory sequential design, adopting a mixed-methods approach that integrates qualitative and quantitative methods. Primary data were obtained through in-depth interviews with the management of Waroeng Me Moelai and online questionnaires. Subsequently, quantitative data were collected through the direct distribution of questionnaires. The sampling technique used was non-probability sampling, with a total of 97 respondents determined using the Lemeshow formula due to the unknown population size. Secondary data were gathered through a literature review of books, academic journals, and relevant websites. The results indicate that: (1) Waroeng Me Moelai is positioned in Cell II (Grow and Build) of the Internal–External (IE) matrix; (2) Waroeng Me Moelai falls within Quadrant I (Aggressive) of the SWOT analysis diagram; (3) the SWOT analysis identifies six strengths, six weaknesses, six opportunities, and five threats; (4) the most appropriate strategic alternative is selected using the Quantitative Strategic Planning Matrix (QSPM); and (5) an updated Business Model Canvas for Waroeng Me Moelai has been developed by incorporating the overall findings of this study. The findings provide practical managerial guidance for coffee shop owners in prioritizing strategic initiatives “improving physical facilities to attract customers to visit and improve service satisfaction” to enhance competitiveness and achieve sustainable business growth.

Strategic Formulation; Coffee Shop Business; SWOT Analysis, BMC, QSPM

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