Adelina, Patricia (2015) Analisis Perumusan Strategi untuk Pengembangan Restoran dengan Metode Quantitative Strategic Planning Matriks (Studi Kasus Restoran Bakso Horeg Soekarno Hatta. Sarjana thesis, Universitas Brawijaya.
Abstract
Tingginya pertumbuhan penduduk membuat semakin banyak kebutuhan pangan. Realita ini dapat membuat peluang bisnis yang cukup menjanjikan. Kuliner bukan lagi produk konsumsi untuk memenuhi kebutuhan biologis manusia, namun sudah menjadi gaya hidup baru di masyarakat. Kota Malang terkenal dengan bakso. Bakso Malang memiliki cita rasa khas dan varian yang banyak. Ketatnya persaingan kuliner bakso di kota Malang, mengharuskan para pengelola bakso menyusun strategi yang perlu dilakukan untuk pengembangan usaha baksonya. Tujuan penelitian ini adalah mengidentifikasi dan menentukan alternatif perumusan strategi dengan analisis SWOT untuk pengembangan Bakso Horeg. Serta menentukan prioritas strategi pengembangan Bakso Horeg dengan menggunakan metode QSPM. Metode yang digunakan dalam penelitian ini yaitu analisis SWOT dan Quantitative Strategic Planning Matriks (QSPM). Matriks SWOT dipilih karena merupakan alat yang cepat, efektif dan efisien dalam menemukan kemungkinan-kemungkinan yang berkaitan pengembangan, pengambilan keputusan dan memperluas visi dan misi organisasi. Keunggulan metode QSPM yaitu rangkaian strategi dapat diamati secara berurutan dan bersamaan serta memperkecil kemungkinan faktor-faktor utama terlewat. Responden adalah konsumen dan 4 responden dari restoran yaitu manajer, bagian produksi, bagian penjualan dan bagian keuangan. Berdasarkan hasil penelitian, didapatkan bahwa nilai matriks Internal Factor Evaluation sebesar 2,662 dan nilai matriks Eksternal Factor Evaluation sebesar 2,172. Analisa posisi restoran menggunakan matriks Internal Eksternal didapatkan bahwa Restoran Bakso Horeg berada pada sel V yang menunjukkan dapat menerapkan strategi yaitu Market Penetration dan Product Development. Berdasarkan matriks SWOT didapatkan delapan alternatif strategi khusus. Prioritas strategi didapatkan dengan menggunakan matriks QSPM untuk mendapatkan nilai Total Attractive Score (TAS). Strategi dengan nilai TAS terbesar merupakan strategi menjaga kebersihan & menghindari kontaminasi fisik proses (6,345). Saran yang diberikan untuk Restoran Bakso Horeg adalah perlu melakukan pengembangan produk dan penetrasi pasar supaya dapat meningkatkan kepercayaan dan loyalitas konsumen
English Abstract
The increase of population growth make the food needs increasing. This reality create an excellent business opportunity. Culinary product consumption is no longer to fulfill the biological needs but it has become new lifestyle among people nowadays. Malang city is famous with meatballs. The meatballs have various flavours and variants. The tight culinary competition in Malang make the owner of meatball’s business arrange some strategies as a must to develop the business. The purpose of this research is to identify and determine the alternative of strategy formulation with SWOT analysis for the development of “Meatballs Horeg” Restaurant. Then the researcher also determine the priorities of the development “Meatballs Horeg” strategy using QSPM methods. The methods used in this research are SWOT analysis and Quantitive Strategic Planning Matrix Methods. SWOT analysis was chosen because it is quick, effective and efficient tool in discovering the possibilities which is related the development, decision making and expand the vision and mission of the organization. The advantage QSPM methods is a series of strategies can be observed sequentially and simultaneously as well as to minimize the possibility of the main factors missed. The respondents are consumers and 4 respondents of the restaurant which is the manager, production division, sales division and financial division. Based on the results of this research, it was found that the value of Internal Factor Evaluation matrix is 2,662 and External Factor Evaluation matrix is 2,172. Analysis of the restaurant position using Internal Eksternal matrix obtained that “Meatballs Horeg” Restaurant located on the cell V and strategies that can be applied is Market Penetration and Product Development. Based on SWOT analysis it was found 8 strategic alternatives. The priorities of the strategy obtained by using QSPM matrix is to get Total Attractive Score (TAS) value. Strategy with highest TAS value is to keep clean xvi and avoid physical contamination (6,345). The suggestion given for “Meatballs Horeg” Restaurant is they need to do the Product Development and Market Penetration in order to improve consumers trust and loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2015/424/051508713 |
| Uncontrolled Keywords: | QSPM, Restoran, Strategi, SWOT ,-QSPM, Restaurant, Strategy, SWOT |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 08 Jan 2016 08:40 |
| Last Modified: | 26 Nov 2021 07:52 |
| URI: | http://repository.ub.ac.id/id/eprint/150340 |
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