PENERAPAN STRATEGI PENGEMBANGAN USAHA COFFEE SHOP DENGAN MENGGUNAKAN METODE SWOT DAN BOSTON CONSULTING GROUP (BCG) (Studi Kasus : SNI Coffee Shop, Malang)

The rapid development of the coffee shop industry in Indonesia encourages every business owner to have the right marketing strategy to be able to compete and survive amidst increasingly fierce competition. This study aims to formulate an effective marketing strategy for SNI Coffee Malang in an effort to increase competitiveness and business development. The methods used are SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and Boston Consulting Group (BCG). Through SWOT analysis, coordinate values obtained (0.271; 0.1915) which place SNI Coffee in quadrant I, namely growth strategy. These results indicate that SNI Coffee has good internal strengths, such as product quality, customer loyalty, and a widely recognized brand, and is supported by external opportunities in the form of increasing coffee consumption trends and government support for MSMEs. BCG analysis shows that SNI Coffee is in the Stars position, indicating high growth prospects in a rapidly growing market. Based on these results, recommended strategies include market expansion, product innovation, aggressive promotion through digital media, strategic partnerships, and increased production capacity and customer service. The implementation of this strategy is expected to strengthen SNI Coffee's competitive position, expand market share, and increase profitability and business sustainability in the local coffee industry.