SWOT Analysis as a Basis for Developing Service Quality Strategies: A Qualitative Study of CV. EMI88 Catering Company

Ezza Wahyu Indrianto; Hermien  Tridayanti

Ezza Wahyu Indrianto Universitas Narotama
Hermien Tridayanti Universitas Narotama

Keywords: Catering Industry, Development Strategy, Service Quality, SWOT Analysis, Qualitative Research

Abstract

This study aims to analyze the internal and external conditions of CV. EMI88 and formulate appropriate strategies for service quality development using SWOT analysis. The study was motivated by recurring problems related to delayed order deliveries, particularly during periods of high demand, which negatively affected service quality and were accompanied by a decline in sales over the last three consecutive months. A qualitative research approach was employed. Data were collected through observation, interviews, and documentation. The collected data were analyzed using the Internal Factors Analysis Summary (IFAS), External Factors Analysis Summary (EFAS), Cartesian Diagram, and SWOT Matrix. The findings indicate that CV. EMI88 is positioned in Quadrant III of the SWOT Cartesian Diagram, suggesting that the company possesses considerable external opportunities while simultaneously facing several internal weaknesses that hinder service quality improvement. Accordingly, the most appropriate strategic orientation is the Weakness Opportunity (WO) strategy, which emphasizes leveraging external opportunities to overcome internal weaknesses. The proposed strategies focus on improving operational performance, strengthening service quality, and enhancing the company's competitiveness. These findings provide practical guidance for CV. EMI88 in developing sustainable service quality strategies while contributing to the application of qualitative SWOT analysis in small and medium sized catering enterprises.

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