ANALISIS STRATEGI BERSAING COFFEE SHOP DI KOTA KENDARI DENGAN PENDEKATAN RESOURCES BASED VIEW

Abstrak

This study aims to analyse the competitive advantages of Transeat.ID Coffee Shop using the VRIO framework (Valuable, Rare, Inimitable, and Organisation). The analysis focuses on two key dimensions: the company’s internal resources and organisational capabilities. The findings indicate that most physical, human, technological, and especially intangible resources—such as reputation, customer loyalty, and consumer trust—fulfil all VRIO criteria and thus constitute sources of sustainable competitive advantage. Meanwhile, several operational capabilities, including the recruitment of competent employees, human resource management, employee training, and access to high-quality raw materials, provide only a temporary competitive advantage. Other capabilities, such as the provision of standard facilities and the ability to secure strategic locations, fall within the category of competitive parity. Overall, Transeat.id’s competitive strength is primarily supported by intangible resources and capabilities that are difficult for competitors to imitate. Therefore, the company should maintain consistent service quality and strengthen differentiation strategies to sustain its long-term competitive position. These findings offer practical implications for coffee shop management in formulating strategies centred on customer relationship development and service quality enhancement as foundations for sustainable competitive advantage.

Kata kunci

• Coffee Shop Industry
• Strategic Management
• VRIO Analysis
• competitive advantage