Analisis Swot Dan Rekomendasi Strategi Pemasaran Franchise Fast Food Lokal Bangor Burger (Dumai)

Abstrak

This community service activity aims to analyze internal and external conditions of Bangor Burger Dumai using the SWOT approach and to provide practical marketing strategy recommendations to increase competitiveness. The methods used include direct observation, interviews with business owners and employees, distributing questionnaires to customers, and Focus Group Discussions (FGD). Data were analyzed using SWOT analysis supported by IFAS and EFAS matrices to formulate strategic alternatives. The results show that Bangor Burger Dumai has strong internal strengths such as product quality, affordable pricing, and strong local merk identity, but still faces weaknesses in digital promotion consistency and human resource management. External opportunities include the growth of digital marketing and increasing demand for affordable fast food, while threats come from intense competition and changing consumer preferences. Based on the SWOT matrix, several SO, WO, ST, and WT strategies were formulated, focusing on strengthening digital marketing, improving service quality, and enhancing customer engagement. The results indicate that the community service objectives were achieved, as evidenced by increased understanding of marketing strategies by business owners and employees, as well as initial improvements in social media engagement