Sustainable Business Strategy Model for a Street Coffee Enterprise: A SWOT and IE Matrix Analysis of PEEM Coffee Yogyakarta

Abstract

The street coffee concept has emerged in response to the dynamic lifestyles of urban communities, offering practicality, fast service, and affordable prices, making it a growing consumption trend among young adults. This study aims to formulate a sustainable business strategy model for the street coffee enterprise PEEM Coffee in Yogyakarta by analyzing internal and external factors through the SWOT and IE Matrix approaches. A qualitative method was employed, utilizing in-depth interviews, direct observation, and document analysis. The findings indicate that PEEM Coffee possesses strengths such as a flexible mobile coffee truck concept, competitive pricing, and creative menu offerings; however, it also faces weaknesses related to location dependency, weather risks, distribution, and legal compliance. Strategic opportunities arise from the increasing coffee consumption trend among youth, potential for community collaboration, and government support for SMEs, while threats include intense market competition, raw material price fluctuations, and public space regulations. Positioned in the “Hold and Maintain” quadrant, the recommended strategies include optimizing internal strengths, addressing weaknesses, enhancing digital branding, improving operational efficiency, and expanding distribution channels and community networks. The novelty of this study lies in its focus on a modern street coffee business model that is flexible, accessible, and replicable for other SME actors aiming to build adaptive and sustainable ventures.