SWOT ANALYSIS TO DETERMINE A COMPETITIVE STRATEGY OF CULINARY CENTER IN SIDOARJO REGENCY

Abstract

Sidoarjo City has been the magnet for culinary entrepreneurs. New restaurants and cafes keep popping up. The more the number of restaurants established in Sidoarjo City, the higher the competition will be among those restaurants. To accommodate the increasing number of restaurants, the Government of Sidoarjo Regency seeks to accommodate culinary entrepreneurs, especially street vendors, into culinary centers. In the development, the culinary centers in Sidoarjo have been increasingly rarely visited by customers. This was due to the culinary entrepreneurs’ lack of knowledge of profitable strategy development to competitive strategy. This was very contrary to the main objective of establishing culinary centers of serving as a meeting place for sellers, especially street vendors, ultimately having a positive effect on the sales of restaurants in culinary centers in Sidoarjo. Thus, a thoroughly implemented SWOT approach is required to determine a competitive strategi in order to prevent this from recurring. With the SWOT analysis approach, the expected economic growth of the culinary center can be realized.