Competitive Advantage Strategy of Warung Ndeso Koe Using Swot and Qspm

Warung Ndeso Koe is a culinary business located in Sidoarjo Regency. The purpose of the research is to identify and analyze the internal and external factors of Warung Ndeso Koe Restaurant to develop marketing strategies. The research methods used are SWOT Analysis and Quantitative Strategic Planning Matrix (QSPM). Based on the SWOT analysis, the IFAS and EFAS matrices were formed, obtaining scores of 3.13 and 3.40, indicating that the restaurant is in quadrant 1 on the IE matrix. Subsequently, the SWOT matrix produced sixteen alternative strategies to be evaluated using the QSPM matrix as a decision for formulating appropriate marketing strategies. Thus, the priority strategy obtained from the analysis is to enhance cooperation with wedding organizers with a total STAS of 0.37.