Strategy Management with SWOT Analysis to Increase the Potential of Pos Ketan Legenda 1967 as a Hits Culinary Tourism Place in Batu City

Authors

  • Kamelia Arifah Universitas Airlangga
  • Bambang Suharto Universitas Airlangga

DOI:

https://doi.org/10.37385/msej.v5i1.4082

Keywords:

Strategy Management, Hits Culinary, SWOT Analysis

Abstract

Pos Ketan Legenda 1967 is one of the culinary hits of Batu City with more than 10 branches spread across various regions and cities. The branch of Pos Ketan Legenda centered in Batu Tourism City, East Java serves typical and warm food. The main food sold is sticky rice sprinkled with misis, cheese, soy powder, durian and others. This research aims to analyze the potential of Pos Ketan Legenda 1967 as a culinary tourism attraction to be widely known by people from various regions to maintain a family business that has been running since 1967. The research method used is descriptive qualitative using SWOT analysis. The informants of this research are the owner of Pos Ketan Legenda 1967 located in Batu City, employees, and customers of Pos Ketan Legenda 1967 in Batu City. The results showed that there are strategies that can be carried out by Pos Ketan Legenda 1967 Batu City by utilizing existing strengths and opportunities and minimizing existing weaknesses and threats. This study also indicates that a family business that has been established since 1967 such as Pos Ketan Legenda 1967 certainly also has weaknesses and will continue to face threats around such as the emergence of fast food culinary such as street food. The need for a digital marketing strategy to be able to maintain its business existence like other businesses.

References

Benzaghta, M. A., Elwalda, A., Mousa, M., Erkan, I., & Rahman, M. (2021). SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6(1), 55–73. https://doi.org/10.5038/2640-6489.6.1.1148

Fox, R. (2007). Reinventing the gastronomic identity of Croatian tourist destinations. International Journal of Hospitality Management, 26(3), 546–559. https://doi.org/10.1016/j.ijhm.2006.03.001

Hjalager, A.-M., & Richards, G. (2002). Tourism and Gastronomy. Routledge.

Li, C., Ren, C., Luo, M., Chen, D., & Shu, Y. (2023). Research on Marketing Strategy of Tourism Souvenirs in Xinjiang Based on Douyin Short Video. Chinese Studies, 12(01), 28–34. https://doi.org/10.4236/chnstd.2023.121003

Marsiti, C. I. R., Suriani, N. M., & Sukerti, N. W. (2019). Strategi Pengembangan Makanan Tradisional Berbasis Teknologi Informasi Sebagai Upaya Pelestarian Seni Kuliner Bali. Jurnal IKA, 17(2), 128. https://doi.org/10.23887/ika.v17i2.19844

Nurdiansyah. (2014). Peluang dan Tantangan Pariwisata Indonesia. Alfabeta.

Olii, M. (2020). Principles of Justice, Conference and Legal Accountability in Divorce Rules. International Journal of Nusantara Islam, 8(2), 282–288. https://doi.org/10.15575/ijni.v8i2.12408

Ottenbacher, M. C., & Harrington, R. J. (2013). A Case Study of a Culinary Tourism Campaign in Germany: Implications for Strategy Making and Successful Implementation. Journal of Hospitality and Tourism Research, 37(1), 3–28. https://doi.org/10.1177/1096348011413593

Ranteallo, I. C., & Andilolo, I. R. (2017). Food Representation and Media: Experiencing Culinary Tourism Through Foodgasm and Foodporn. Balancing Development and Sustainability in Tourism Destinations, 2004, 117–127. https://doi.org/10.1007/978-981-10-1718-6_13

Saeroji, A., & Wijaya, D. A. (2017). Pemetaan Wisata Kuliner Khas Kota Surakarta. Jurnal Pariwisata Terapan, 1(2), 13. https://doi.org/10.22146/jpt.24968

Sasongko, I., Setiawan, A., & Purnama, Y. S. (2019). Strategi Pengembangan Kawasan Wisata Kuliner di Sepanjang Koridor Jalan Soekarno Hatta, Kota Malang. Perencanaan Wilayah Dan Kota, 3, 34–67.

Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Vania Putri, S. (2022). Impact of Electronic Word of Mouth Using Influencers on Brand Awareness and Purchase Intention SANTIKA VANIA PUTRI. Journal of Strategic Communication, 13(1), 11–25.

Widi Oetomo, H., & Ardini, L. (2012). Swot Analysis in Strategic Management: a Case Study At Purabaya Bus Station. Journal of Economics, Business, and Accountancy | Ventura, 15(2), 171. https://doi.org/10.14414/jebav.v15i2.73

Downloads

Published

2024-02-01

How to Cite

Kamelia Arifah, & Suharto, B. (2024). Strategy Management with SWOT Analysis to Increase the Potential of Pos Ketan Legenda 1967 as a Hits Culinary Tourism Place in Batu City. Management Studies and Entrepreneurship Journal (MSEJ), 5(1), 2592–2602. https://doi.org/10.37385/msej.v5i1.4082