Business Development Strategy for Calista Nata Restaurant: A SWOT-Based Case Study of a Makassar Restaurant in Balikpapan
Keywords:
Business development strategy; SWOT analysis; restaurant management; culinary business; qualitative case studyAbstract
The increasing competition in Indonesia's culinary industry requires restaurants to adopt effective business development strategies to sustain their competitiveness and long-term growth. As a regional specialty restaurant, Calista Nata Restaurant in Balikpapan faces challenges related to market competition, changing consumer preferences, and the need to strengthen its market position. This study aims to identify the internal and external factors influencing the restaurant's business performance and formulate appropriate business development strategies using a SWOT framework. This research employed a qualitative case study approach. Primary data were collected through observations, semi-structured interviews with the restaurant owner, employees, and customers, supported by documentation and customer questionnaires. Secondary data were obtained from relevant literature, journals, and business documents. The collected data were analyzed using SWOT analysis to evaluate the restaurant's strengths, weaknesses, opportunities, and threats, which subsequently formed the basis for strategic formulation. The findings reveal that Calista Nata Restaurant possesses key competitive strengths, including authentic Makassar cuisine, diverse product offerings through catering services, strategic location, and customer satisfaction. However, limited digital marketing, low brand awareness, and constrained human resources remain significant internal challenges. Externally, the growing demand for culinary experiences, expansion of online food delivery platforms, and increasing interest in regional cuisine present promising opportunities, while intense market competition, fluctuating raw material prices, and changing consumer preferences constitute major threats. Based on the SWOT matrix, strategic priorities include strengthening digital marketing, enhancing service quality, expanding strategic partnerships, diversifying products, and reinforcing customer relationship management to achieve sustainable business growth.
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