Harisyin, Achmad Khoirul and Prof. Dr. Ir. Imam Santoso,, MP. and Andan Linggar Rucitra,, STP. MP (2022) Perencanaan Strategi Pengembangan Usaha Ayam Goreng Tepung “Seru Chicken”. Sarjana thesis, Universitas Brawijaya.
Abstract
Seru Chicken adalah sebuah usaha yang bergerak di bidang penyedia makanan cepat saji yang menyajikan menu ayam tepung. Usaha ini berlokasi di Kabupaten Gresik. Seru Chicken resmi membuka outlet pertama pada bulan April 2019. Seru Chicken didirikan oleh 3 orang bernama Achmad Khoirul Harisyin, Sholeh Bahrudin, dan Abdullah Haidaruddin. Seru Chicken memiliki segmentasi pasar yakni ibu-ibu, pelajar, dan pekerja yang bertempat tinggal di daerah sekitar outlet. Pertumbuhan bisnis kuliner yang meningkat pesat merupakan suatu tantangan bagi Seru Chicken. Kehadiran wabah virus Covid-19 juga menjadi tantangan Seru Chicken. Strategi pengembangan diperlukan untuk meningkatkan daya saing usaha sehingga dapat bertahan dan bersaing. Oleh karena itu, tugas kewirausahaan ini memiliki tujuan untuk menentukan prioritas strategi pengembangan usaha Seru Chicken menggunakan analisis SWOT dan AHP. Hasil analisis kelayakan usaha Seru Chicken pada nilai Break Even Point senilai 1.225 produk dan Rp 17.152.145. Return Cost Ratio pada Seru Chicken senilai 1,29 menyatakan bahwa usaha ini layak untuk dijalankan dikarenakan nilainya lebih dari 1. Payback Period pada Seru Chicken selama 3,4 bulan atau 102 hari. Posisi Seru Chicken pada matriks internal eksternal berada pada kuadran V yaitu hold and maintain dengan nilai 2,872 (IFE) dan 2,778 (EFE). Strategi yang umum dipakai adalah penetrasi pasar dan pengembangan produk. Hasil matriks SWOT didapatkan 6 strategi alternatif. Strategi tersebut diolah menggunakan metode AHP dan didapatkan strategi yang menjadi prioritas pertama adalah mempertahankan dan meningkatkan kualitas serta rasa produk.
English Abstract
Seru Chicken is a business that is engaged in providing fast food that serves flour fried chicken. This business is located in Gresik, East Java with the address at Jl. Raya Bungah-Dukun, Bungah, Gresik. Seru Chicken began to form at the end of 2018 and finally officially opened its first outlet in April 2019. Seru Chicken was founded by 3 young people named Achmad Khoirul Harisyin, Sholeh Bahrudin, and Abdullah Haidaruddin. Seru Chicken has mothers, students, and workers who live in the area around the outlet as a market segmentation. The rapid growth of the culinary business is a challenge for Seru Chicken. The presence of the Covid-19 virus outbreak is also a challenge for Seru Chicken. A development strategy is needed to improve business competitiveness so that it can survive and compete. Therefore, this entrepreneurial task has the aim of determining the priority of Seru Chicken's business development strategy using the SWOT and AHP analysis approaches. The results of the business feasibility analysis of Seru Chicken on the value of Break Even Point worth 1,225 products and Rp. 17.152.145. The Return Cost Ratio at Seru Chicken is 1.29 which states that this business is feasible to run because the value is more than 1. The payback period at Seru Chicken is 3.4 months or 102 days. Seru Chicken's position on the internal external matrix is in quadrant V, namely hold and maintain with a value of 2.872 (IFE) and 2.778 (EFE). The strategies commonly used are market penetration and product development. Based on the SWOT matrix, 6 alternative strategies were obtained. The strategy is then processed using the AHP method and the strategy that becomes the first priority is to maintain and improve the quality and taste of the product.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522100055 |
| Uncontrolled Keywords: | Bisnis Kuliner, Kewirausahaan, Pengembangan Usaha, Strategi,Business Development, Culinary Business, Entrepreneurship, Strategy |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture > 338.16 Production efficiency |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 07 Jul 2022 03:36 |
| Last Modified: | 07 Jul 2022 03:36 |
| URI: | http://repository.ub.ac.id/id/eprint/191686 |
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