Strategi Peningkatan Profit pada Donat Bahagia Bandung Melalui Analisis Lingkungan Internal dan Eksternal, Serta Formulasi Strategi Menggunakan SWOT, BCG, dan GE Metriks

Abstract

Donat Bahagia is a culinary business in Bandung that faces intense competition within the local food industry. This study aims to analyze the company's internal and external environments and formulate strategies to enhance its competitiveness. The methodology incorporates SWOT analysis, EFAS and IFAS matrices, the Boston Consulting Group (BCG) matrix, and the General Electric (GE) matrix. Findings indicate that Donat Bahagia has significant opportunities through product innovation, leveraging digital technology for promotion, and strategic location advantages. However, challenges such as rising raw material costs, intense competition, and limited space capacity need to be addressed. The primary recommendation is a growth strategy focused on developing new products, supported by improved customer service and diversified distribution channels. Implementing these strategies is expected to enhance Donat Bahagia's competitiveness, expand its market share, and ensure business sustainability. This research also provides insights for other culinary businesses in developing adaptive marketing strategies in dynamic market conditions.