6.

0 SWOT Analysis

SWOT Analysis is a strategic is a strategic planning technique used to help a person or

organization identify their strengths, weaknesses, opportunities, and threats related to business
competition. A SWOT analysis allow the cafe to plan and evaluate internal and external
influences upon a common vision or specific goal. SWOT analysis are a common method for
the cafe to assess its capacity to execute a plan or achieve an attainable goal. Sources of
information include customers, suppliers, government, journals, reports, professional or trade
associations. In the context of municipal planning the SWOT analysis evaluates the internal
and external factors of a community. For example, quality of community services, external
development pressures, internal attitudes toward commercial developments. Besides, the café
can use SWOT analysis to analyse a changing landscape and respond proactively. By
comparing the organization to external benchmarks is used to assess the current capabilities.

3.1 Strenghts

Ludi Board Game Café is located at Jalan Stutong , Saradise, Kuching which located
near to Kota Samarahan. Kota Samarahan is the main education hub for Sarawak state and
officially know as “Town of Knowledge”. Hence, its located at a strategic place. According to
the interview, mostly customer who come to Ludi board game café is mostly students from
Universit Malaysia Sarawak (UNIMAS) and Universiti Teknologi Mara (UiTM).

Besides that, Ludi Board Game Café is a board game café providing environment where
multigenerational gamers can spend time together playing games on a table. Besides, Ludi
board game café also got sell some snackers and side meal for the customers while playing
their board games. Students usually will come during weekend where they spends their time
playing board games with their friends. Ludi board game café open from 2pm to 1am. Ludi
board game café also focus on customers who want to have their bonding time with their
family. The atmosphere and design also enable the customer to host birthday parties and
enjoying board games.
3.2 Weaknesses

Board games café are still new in Kuching. Mostly people may not know this existence of
board game café in Kuching. This results to the limitation of variety in the café. In my opinion,
they should definitely work more on diversified their café on a catalogue in order to promote
their café to all classes of society.

Next, Ludi board game café has small place. They can accommodate up to 40 people. Thus,
they need to enlarge their café so that the café occupy more people and the same time. On top
of that, Ludi board game café also lack of professional employees to train their customer on
how to play the board games. So far, Ludi café only have 4 employee which I think is not
enough to train all the customers. Customers will chose other board game café which provide
more quality services.

3.3 Opportunity

It’s is golden opportunity if Ludi board game café emerge its café an expand their market
on board. This is an obvious point as expanding does lead to exposure. Their can try expand
their market in Kota Samarahan which potential to become a big market to gain more customer.
This is because Kota Samarahan is a metropolitan area which is a education hub for Sarawak
state. Moreover, Ludi can expand their market through advertisement . They also can give a
talk in a University on how to implements “Cashflow board game” in daily life.

Moreover, they are looking for opportunities to help their cafe increase profits, such as
expanding the market or offering different types of food and beverages. It's an opportunity to
sell some restaurant products such as salad dressings or baked goods so that people can buy
and take them home. Besides, providing a delivery service, takeaway or setting up a direct
drive to meet the needs of people on the go is another potential opportunity.

Opportunity are also included the potential areas to expand the board game café in order
to bring more profits. To seek a strategic areas, you can identify them by looking actual
possibilities that can increase the café income.
3.4 Threats

Board game café cannot control the threat because most threats are external issues,
including political, economic and cultural threats. However, as the business prepares for
unforeseen circumstances, the cafe must still fully incorporate the threat into the business plan.
Therefore, the Ludi board game café should try to determine what poses a threat to their
business. The most common risk in the board game industry is a fierce market competition.
There may also be other possible threats, such as rising raw material prices or rising property
rents. Besides, the potential price of certain foods has increased.

Other threats are insider threats. In addition to opportunities, the unique business model of
the fast leisure segment also poses many threats. Compared to other restaurants, special
procurement and compensation policies that provide internal opportunities to increase the cost
of restaurants such as forcing them to maintain higher prices or lower profit margins. The use
of various international board game may also expose the fast leisure chain.