BUSINESS STRATEGY PLANNING FOR MAKARONI CAKALANG – RANSUM SI TANTE

• Main Author: RUNI (NIM: 29111005) Pembimbing : Ir. Alibasjah Inggriantara, SE, MM, VEGA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19615
• Institution: Institut Teknologi Bandung

Ransum Si Tante is a culinary business that combines the traditional flavors of Manadonese culinary with modern ingredients that is macaroni. The company aims to introduce Manadonese food through snack which is baked macaroni since it is more acceptable than heavy meals. Business issues that exist in the company are the sales that have not reached the target, the lack of resources to support the production, and the lack of public awareness in Bandung about its product, which is Cakalang fish. Several analysis are used for exploring business issues to find the root of the problem. The analysis is the external and internal analysis to determine the factors that exist in Ransum Si Tante. Next is the EFAS and IFAS method to analyze the situations or conditions in order to formulate corporate strategy. And the final analysis is the SWOT analysis to show how strengths can take advantage of the opportunities, how to address the threat, and how the weakness could be damaging in the future. The roots of the problem in Ransum Si Tante are the lack of awareness on Cakalang fish for consumers in Bandung, no outlet and the lack of sales channel for optimal direct selling activities, and the overall production process of Ransum Si Tante is done by only one person.In searching for a solution to the root of the problem, TOWS Matrix formulation and functional strategy are used. TOWS Matrix formulation is a tool that can formulate the best solution in creating business strategies that can be used to solve the existing problems in Ransum Si Tante. Functional strategy is a strategy derived from the TOWS Matrix which is more technical and consists of five types of strategies, which are marketing strategy, operational strategy, distribution strategy, human resource strategy, and financial strategy. Strategies derived from functional is a business strategy that can be applied to Ransum Si Tante and is also solution of the problems that occur in Ransum Si Tante The implementation plan of Ransum Si Tante should be able to improve management to be better than before. Based on the external and internal analysis and weighing of EFAS and IFAS, the strategy that should be executed by Ransum Si Tante is Growth strategy with Strengths score of 1.35 and Opportunities 1.9. In implementing business strategies that have been obtained from TOWS Matrix formulation and functional strategy, Ransum Si Tante has formulated several action plans to improve the management in the short- and middle-term strategies. Recommendations for solutions to the root causes of Ransum Si Tante are summarized in the new business model of Ransum Si Tante where the model is a reference for Ransum Si Tante to educate the public about the Cakalang fish through key activities; to increase the number of channel sales and direct selling activities through distribution channel, customer relationship, and new customer segments; and human resource solutions that are needed to make production and promotion processes be more effective through key resources.