Business Strategy Analysis at PT. Kapitol Era Mas Using The Business Model Canvas and Swot Method Approaches (Case Study: “Coklat Mimpi” Franchise Business Unit)

The rapid development of the modern lifestyle opens great opportunities in the culinary sector, which continues to grow, including in South Tangerang City. This study analyzes the business strategy of the “Coklat Mimpi" business unit, a culinary venture selling bread and chocolate drinks with a simple concept but targeting a broad market. The research uses a qualitative descriptive approach with a case study conducted over 94 working days, including observation, interviews, documentation, and literature review. The analysis is carried out using the Business Model Canvas (BMC) and SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The results indicate that "Coklat Mimpi" excels in attracting working customers, but it also faces weaknesses, including unclear store theme design and the lack of a direct customer feedback channel. The business opportunities are quite significant due to a high number of visitors and close customer relationships, while the main threat comes from competition in the surrounding food business. In conclusion, "Coklat Mimpi” needs to optimize its strengths and opportunities and formulate strategies to overcome weaknesses and threats to sustain and develop the business sustainably.