Analysis of Restaurant Business Strategy in Developing Business using SWOT Analysis

This study aims to find out how the strategy of a restaurant business in developing its business. This research is a qualitative descriptive study. The research sample is Reza's restaurant located on Jl. Pembangunan No. 91 Dr. Mansyur USU Medan. Data analysis techniques used descriptive statistics and SWOT analysis. Data collection uses observation techniques, questionnaires, and in-depth interviews. The results of the study revealed that Reza's restaurant is in a growing condition and requires two strategies, namely (1) intensive strategy, a strategy that can be done based on intensive strategies namely market penetration, market development, and product development. (2) Integrative strategies, strategies that can be carried out based on backward integration, future integration, and horizontal integration.