DEVELOPMENT OF FREZVILLA AS A NEW BUSINESS MODEL IN THE FOOD COMMODITY INDUSTRY WITH THE APPLICATION OF BLUE OCEAN STRATEGY

• Main Author: P NUGRAHENI (NIM : 29108021); Pembimbing: Dwi Larso Ph.D, NUS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16763
• Institution: Institut Teknologi Bandung

The needs of food commodities is the basic needs for every family. Fulfillings of these needs are something that families do everyday regularly with a high frequent of use, and exact consumption needs. It shows a fact that industry in area of food commodity providings have a huge potential on economy cycle. Currently, food commodities are supplied to consumers through 4 main channels, which are traditional market, supermarket, grocery man, and small stall nears neighbourhood. Each <br /> <br /> <br /> channel has its own unique value that caters their customer segments loyalties to them. It was caused by the difference of poeople expectation about product and services they need. To urban people, time is so worth to their life. They spend much time on their works or on <br /> <br /> <br /> the road. The existence of services which ease them to provide family's needs of food would be a helpful thing to them. Frezvilla, a company which focused on family's food commodities providings, as the object of the research was found in order to answer of these needs. After its 6th month operation, Frezvilla's growth which is too slow, was found caused by innefficient uses of its resources and by its innefficient business model. By the application of Blue Ocean Strategy, with value innovation as its stepped stone, Frezvilla got its new strategic values which caters the new innovative business model that can help to boost Frezvilla's growth. Frezvilla has chosen price, product quality, and friendly services, and also convinience as its key values. Frezvilla also got delivery services and menu reference assistance as its new innovated key factor. <br /> <br /> <br /> Analysis into some solution alternatives through the aggregation for advantage weight and risk weight, result on some potential solution for Frezvilla's problem issue. These potential solutions are application of franchice concept, cooperation with producers strightly for the supplies, cooperation with grocery man, and setting up a physical stores as mobile station or <br /> <br /> <br /> minimarket. These solutions which are implemented part by part, are viewed as the most potential way to bring Frezvilla as a leading player on food commodity distribution industry through the maximum growth of market share. Through these implementation, break event point could be achieved within a year.