Business Development Strategy Kebon Vintage Cars Denpasar: SWOT Analysis Approach

Abstract

This study aims to formulate a business development strategy for Kebon Vintage Cars Denpasar, the largest classic car museum in Bali, using a SWOT analysis approach. This study adopted a qualitative descriptive method, with primary data collected through in-depth interviews and direct on-site observations, as well as secondary data from literature and internal company documentation. The SWOT analysis identified Kebon Vintage Cars' key strengths, namely its unique collection of rare classic cars, strategic location, and attractive educational facilities for visitors. However, the main weaknesses identified were limited digital promotion, reliance on international tourists, and a lack of revenue diversification. Opportunities that can be exploited include the increasing trend of thematic and educational tourism, as well as the large domestic market potential. Threats faced include intense competition with other thematic tourism destinations in Bali and changes in tourist behavior post-pandemic. Based on this analysis, recommended strategies include: (1) expanding digital marketing channels through platforms such as Instagram and TikTok; (2) diversifying revenue sources through venue rentals, merchandise sales, and hosting classic car restoration workshops; (3) developing human resource capacity to improve experience-based services and digital marketing; and (4) building strategic partnerships with automotive communities and educational institutions. The implementation of these strategies is expected to strengthen the competitiveness of Kebon Vintage Cars, expand the domestic market segment, and ensure business sustainability in the future.