Developing Human Resource Strategy Through Internal and External Environmental Analysis
A Case Study of Kunawa Cafe Makassar
Published:
2026-10-08Downloads
Abstract
This study examines how internal and external environmental conditions shape human resource strategy at Kunawa Cafe Makassar. A qualitative single-case study approach was employed using purposive sampling, semi-structured interviews, non-participant observation, and organizational documentation. Data were analysed through reflexive thematic analysis by combining deductive categories derived from contextual Strategic Human Resource Management (SHRM) with inductive themes emerging from the empirical evidence. The findings identify four major strategic HR issues: the tension between flexibility and role standardization, inconsistency in employee competencies, the reliability of scheduling and workplace communication, and employee retention and performance management. External pressures related to economic conditions, changing customer expectations, digital service requirements, regulatory compliance, sustainability concerns, and labour mobility further reinforce the need for adaptive HR practices. The study proposes selective formalization as an appropriate strategic response, including clearer role and service standards, competency-based onboarding, cross-training, structured shift communication, regular performance feedback, transparent recognition, and simple operational performance indicators. These practices strengthen service consistency, workforce capability, employee experience, and organizational adaptability while preserving the flexibility required in a small service business
Keywords:
Environmental Analysis Human Resource Strategy Qualitative Case Study Selective Formalization Strategic Human Resource ManagementReferences
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Copyright (c) 2026 Ferry Nursaifudin, Ikhlasiah Amini, Suci Rianti Putri Ridwan, Idayanti Nursyamsi
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