Paper Title
Business Strategy Development for Old Bens Coffee Shop in Competitive Industry (Case: Old Bens Coffee)

Abstract
In Indonesia, the trend of coffee consumption among the people in Indonesia has a great potential to increase the amount of coffee consumption in Indonesia. In 2015 the International Coffee Organization released data on the growth in the number of coffee drinkers in Indonesia, which amounted to 8%, greater than the world growth which only reached 6%. Seeing the increased coffee consumption data, it cannot be denied that the coffee shop business is a business that has good prospects going forward. This paper presents the franchise and coffee roaster strategy that is able to bring the company to grow even greater and also be able to compete in the food industry today. Therefore, the aim of this research is to find out and implement the right business strategy for Old Bens in the current Fnb industry.The approach to be used in this study begins with an internal analysis consisting of Business Model Canvas and Value Chain. After conducting an internal analysis, the research will proceed with analyzing external problems namely Porter 5 forces, PEST and Competitors. SWOT and TOWS Matrix, to Strategic Maps to analyze the business strategy. Solutions and improvements that can be applied to implement a franchise strategy are to measure all the benefits generated by the franchise strategy and also the operating system that is integrated with all existing branches, and build the right roastery strategy to be able to support raw coffee bean ingredients to all franchise outlets of Old Bens. Keywords - Strategy Bussiness, Business Solution, Strategic Maps, Franchise Strategy