STRATEGI PENGEMBANGAN UMKM BERFOKUS PADA DIVERSIFIKASI KONSENTRIK STUDI KASUS UMKM WARUNG KOPI CAK KOYEK

Abstract

Micro, Small, and Medium Enterprises (MSMEs) constitute a critical pillar of national economic resilience, particularly in developing countries. Despite their strategic importance, MSMEs continue to face structural challenges, including intense market competition, shifts in consumer preferences, and limited technological integration. This study aims to analyze the implementation of a concentric diversification strategy as a means to foster the development of Warung Kopi Cak Koyek, an MSME operating in the traditional beverage sector in Sidoarjo, Indonesia. The research was conducted over a three-day period through a qualitative approach involving documentation, direct observation, and in-depth interviews. The results reveal that Warung Kopi Cak Koyek benefits from strong customer loyalty and the distinctive flavor of its traditional coffee. However, the business still demonstrates weaknesses in terms of product innovation and digital marketing practices. Opportunities for growth are supported by the increasing popularity of coffee consumption and the rapid development of digital platforms, whereas threats are primarily driven by intensifying competition and evolving consumer trends. The study recommends strategic interventions including product line expansion, brand positioning enhancement, digital engagement through social media platforms, and the improvement of basic managerial competencies. The implementation of a concentric diversification strategy is expected to strengthen the competitive position and long-term sustainability of Warung Kopi Cak Koyek in the local culinary market.