USULAN MODEL BISNIS BARU DAN STRATEGI TRANSFORMASI CV FRUITY INDONESIA

• Main Author: PIECELLA MUSBAR (NIM: 29111320);Final Project Counselor: Reza Ashari Nasution, Ph.D , FEBRINA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18473
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> <br /> <br /> <br /> Beverage industry is one of the largest contributors to the fast-increasing number of creative industry in Indonesia. The development of the industry indicated by increasing number of beverage-related business over the last few years. Beverage Industry is changing continually. New competitors are emerging and current competitors are increasing their competitive advantage. CV Fruity Indonesia as one of the pioneer in juice retailing business in Bandung needs to identify new business model and transform its business to keep up with current environment and competition and also to prepare for the future. <br /> <br /> <br /> <br /> <br /> In order to transform the business, existing business models of the company and various business models in beverage industry along with the industry as a whole are analyzed. Existing business models are analyzed using nine building blocks of business model canvas along with its resources and capabilities, while the beverage industry is analyzed using Six Paths Framework of Blue Ocean Strategy. The analysis shows that the existing business models can be improved and there are aspects of the industry that could create <br /> <br /> <br /> opportunities for the company in transforming its business. <br /> <br /> <br /> <br /> <br /> Considering the analysis, there are three main additions to the business model that should be implemented and integrated with company’s existing business models: targeting children, value enhancement, and targeting healthy life instructor as key partner. The new proposed business models’ competitive advantage then analyzed using competitive <br /> <br /> <br /> positioning analysis against the current strategic groups within the industry. The result shows that he new business model can create competitive advantage for the company. <br /> <br /> <br /> <br /> <br /> The new business models are implemented using business transformation strategy, which consists of 2 phases. The first phase is Operating Excellence and the second phase is Business Enhancement. The implementation plan expanded to eight months period so that the company could prepare the needed resources before fully transform its business models. <br /> <br /> <br /> <br /> <br /> Keywords: Business Model, Business Model Canvas, Business Transformation, Beverage Industry, Blue Ocean Strategy, Six Paths Framework