Aryo Indra Djati MBA Dosen Pembimbing 1 Fauzi Sani Pengarang

This Final project is analyzing internal and external factors in the coffe company, one of the companies that become the object of research in Haben Nagen coffee that has existed for five years in the western Java, the way to analyze internal and external in internal factors theories use SWOT analysis and externally use Value Chain Analysis, strategy diamond porter, 7Ps Marketing Mix and business model Canvas. The goal of this final project in order to provide business strategy recommendation for Haben Nagen Coffee in accordance to the market situation. This research using qualitative methods, qualitative research studies tend to used the analysis and further highlight the process and meaning, and data collection methodsfor this research based on primary data such as observation in the field and interview with CEO of Haben Nagen Coffee and secondary data such as textbook, Journal, and other references. The result of the final project shows Haben Nagen Coffee must have a new plan for dealing with the market to position the company as a market leader in west java. Aspects that must be change such as the New Strategic diamond porter models by changing in term of Arena, differentiation, Vehicle, economic logic also staging and pacing, and also change in part of new marketing mix such as product, place, promotion people process and physical evidence, part of business model Canvas is unchanged such revenue streams, and in the Value chain analysis Haben Nagen adding advertising in supporting activities and also after sales in core activities.