Analisis Perumusan Strategi Bisnis Restoran Cepat Saji Dalam Mempertahankan Posisi Bersaingnya (Studi Kasus pada PT. Fastfood Indonesia)

PT. Fastfood Indonesia with the KFC brand is one of the pioneers in the quick service restaurant industry surviving and growing. With the restaurant chain of 368 outlets in more than 90 cities in Indonesia showing its position as market leader in quick service restaurant industry. This study aimed to analyze the opportunities and threats KFC have, analyzing the strengths and weaknesses KFC have in a quick service restaurant industry, and to formulate business strategies to maintain its position as market leader in the quick service restaurant industry. This research uses descriptive analytics method, that design of studies that describe the business strategy of KFC in a certain period. The sample is determined from the research population of 10 people consisting of managers and officers who know the details of KFC business. Theory used as a foothold in this study begins by analyzing the external environment and internal company. Then the data obtained will be analyzed using the Strengths-Weaknesses-Opportunities-Threats matrix and the Internal External matrix. Based on the evaluation of external and internal factors of KFC further analyzed by matrix IE indicates that KFC is in quadrant IV, which means that KFC has a strong internal position, but its in a medium competitive position. This position indicates that KFC is in grow and build conditions. KFC should maximize its internal capacity to anticipate opportunities and threats that exist. Strategies can be used by KFC is market penetration and product development