Abstract :

This study investigates the franchise potential in the food industry as part of expansion strategies in East Kalimantan, with a focus on the Wong Solo Group amid Indonesia’s capital relocation. Utilizing qualitative methods, including SWOT, PESTLE, Porter’s Five Forces, and the VRIO framework, the research provides a comprehensive analysis of strategic positions and opportunities for business expansion. The study reveals significant opportunities for growth driven by demographic changes, economic development, and increased consumer spending. Key findings indicate that Wong Solo Group’s established brand and operational expertise offer a strong foundation for expansion. However, challenges such as regulatory changes and intense competition need to be addressed. The SWOT analysis highlights internal strengths such as brand reputation and product innovation, while the PESTLE analysis underscores external opportunities and threats. Porter’s Five Forces analysis identifies competitive pressures within the food industry, and the VRIO framework assesses the group’s resources and capabilities. The study concludes with strategic recommendations for Wong Solo Group to leverage its strengths, address its weaknesses, capitalize on opportunities, and mitigate threats. These recommendations aim to ensure successful franchise expansion in the dynamic market environment of East Kalimantan, providing a roadmap for sustained growth and competitive advantage.

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Keywords :

East Kalimantan, Expansion Strategy, Food Industry, Franchise, PESTLE Analysis, Porter's Five Forces, SWOT analysis, VRIO Framework.

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