Business Strategic Formulation in The Food and Beverage Sector (Case Study in Jokopi Malang)

Zafirah, Hana and Prof. Dr. Rofiaty, SE., M.M. (2023) Business Strategic Formulation in The Food and Beverage Sector (Case Study in Jokopi Malang). Magister thesis, Universitas Brawijaya.

Abstract

Persaingan bisnis kafe di Indonesia semakin ketat, termasuk di Kota Malang. Banyaknya kedai kopi yang bermunculan baik dari bisnis skala besar maupun UKM mendasari pentingnya menyusun strategi pengembangan bisnis bagi setiap bisnis kafe untuk menjaga keberlangsungan bisnis. Setelah 2 tahun beroperasi, baru-baru ini Jokopi cabang Malang mengalami pergeseran perilaku konsumen yang berujung pada perencanaan strategis yang kurang optimal dengan kondisi terkini. Hal ini menjadi titik awal penelitian yang mencoba mengidentifikasi faktor internal dan eksternal Jokopi, menetapkan formulasi strategi yang lebih relevan, dan menghasilkan keputusan strategis terbaik untuk pengembangan bisnis. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Sumber data yang digunakan adalah data primer hasil wawancara, serta data sekunder berupa dokumen, jurnal, dan sebagainya. Alat analisis yang digunakan adalah Matriks IFE- EFE, Matriks SWOT, IE, dan QSPM. Hasil penelitian menunjukkan bahwa strategi yang tepat adalah marketing funnel dan strategi improvement, kemudian dilanjutkan dengan strategi pengembangan produk dan inovasi.

English Abstract

Competition in the cafe business in Indonesia is getting tougher, including in Malang City. Many coffee shops have sprung up from both large-scale businesses and SMEs underlies the importance of formulating a business development strategy for every cafe business to maintain business sustainability. After 2 years of operating, recently, Jokopi branch Malang, has faced shifting in consumer behavior which leads to less optimal strategic planning with recent condition. This serves as a starting point for the research, which attempts to identify both internal and external factors in Jokopi, establish more pertinent strategy formulations, and generate the best possible strategic decisions for business development. This study used a qualitative method with a case study approach. The data sources used were primary data from interviews, as well as secondary data in the form of documents, journals, and so on. The analytical tools used were the IFE-EFE Matrix, SWOT, IE, and QSPM Matrix. The results of the research showed that appropriate strategies are marketing funnel and strategy improvement, then followed by product development and innovation strategy

Item Type:	Thesis (Magister)
Identification Number:	0423020163
Uncontrolled Keywords:	strategi, kafe, penetrasi pasar, pengembangan produk
Divisions:	S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Unnamed user with username nova
Date Deposited:	29 Apr 2024 06:56
Last Modified:	29 Apr 2024 06:56
URI:	http://repository.ub.ac.id/id/eprint/218688

Text (DALAM MASA EMBARGO) Hana Zafirah.pdf Restricted to Registered users only Download (3MB)

Actions (login required)

View Item