Competitive Advantage Analysis Based on Location Specificity: Research on Coffee Cafes in Indonesia
DOI:
https://doi.org/10.1229/tecempresarialjournal.v19i1.457Keywords:
Competitive Advantage, Location, Coffee Cafe.Abstract
Coffee cafes have experienced rapid growth nowadays in line with the ease of obtaining coffee raw materials in Indonesia. Coffee cafe locations can be found in metropolitan cities rural areas, on mountain slopes or on the coast. The rapid growth of coffee cafes has caused competition in the coffee cafe industry to be very tight, which can hamper profitability if they do not have a competitive advantage. This research aims to analyze or explain competitive advantage based on the specific location of coffee cafes. The research method uses qualitative research methods. The type of qualitative research used is phenomenology. Research informants are coffee cafe owners or managers who are categorized into 3 clusters. Primary data mining techniques use a combination of observation and in-depth interviews and are complemented by secondary data obtained from social media. Research findings show that coffee cafes do not yet have a competitive advantage based on specificity or uniqueness of location because the strategy used is a generic strategy that is easy to imitate. The study recommends that creativity and knowledge-based innovation are needed to explore and exploit coffee cafe locations to produce competitive advantages based on the specifics or specifications of the location. The limitation of this research lies in the relatively narrow area coverage. Future research requires broader regional coverage to obtain comprehensive knowledge about competitive advantages based on the specifics or location specifications of coffee cafes.
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