A PROPOSED BUSINESS STRATEGY WITH STRATEGIC MANAGEMENT APPROACH FOR SWITCH CAFE BANDUNG

• Main Author: SURYA WIJAYA (NIM : 29107313); Pembimbing: Dwi Larso Ph.D, JIMMY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18760
• Institution: Institut Teknologi Bandung

Bandung's entertainment industry offers a lot of opportunities, attracting many business owners into it. Its main attraction is that while needing a relatively small amount of capital some will gain quite a lot in return. Switch is one of the new players in Bandung's entertainment industry, by combining entertainment and dining concept into a Playstation 3 Cafe business. Switch Cafe is the business unit responsible for the dining experience Since its opening, Switch Cafe's income were barely enough to cover its operational and invenstment expenses, even keep losing money for most of the time. If these conditions keep developing, it will endanger Switch Cafe's existence. Strategic management approach uses tools such as SWOT Analysis and TOWS Matrix in analyzing both Switch Cafes' internal and external condition in order to find the main causes from those issues. SWOT Analysis done at Switch Cafe found out that Switch Cafe is not using its advantages through its Marketing Mix. TOWS Matrix offers some business solution alternatives to increase Switch Cafe's customers through several suggestions for it's marketing mix such as: increasing the customer's emotional involvement through competition, using internet based marketing, some renovation to improve the athmosphere inside Switch Cafe, and develop better menu based on customers' preferences. The solution for Switch Cafe is implemented to be as economic and as fast as possible, using modern marketing tools like utilizing social networking websites. Hopefully those steps will increase Switch Cafe’s profit and customers.