BUSINESS STRATEGY ANALYSIS FOR TAHU SARIBUMI RESTAURANT

• Main Author: (NIM 19014056), Khalandara
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22811
• Institution: Institut Teknologi Bandung

Tahu Saribumi is a tofu restaurant that has been established from 1971 and serves tofu as the main dish which has loyal customers since long time ago. Lately, Tahu Saribumi restaurant has experienced a decrease in revenue since 2014. These conditions give an effect towards their revenue and profit. After identified, the problems that occurred in restaurant caused by Tahu Saribumi sumedang does not have a business strategy to facing the road diversion which caused by a new highway. Making traveler from Cileunyi to Dawuan did not passing by Sumedang anymore. Therefore, this paper aims to formulate business strategy for the restaurant by using <br /> <br /> strategic management approach for bringing back the existing buyers and make a broader segmentation of buyers who stay outside Sumedang City. By using strategy management as a key material in this research, several theories and tools are needed to identify, analyze, and formulate strategies. Theories used in this study are External and Internal Analysis (EFAS and IFAS), SWOT Analysis, Strategic Factor Analysis Summary (SFAS) matrix, and Business Strategy. The researcher conducted in-depth interviews to Tahu Saribumi restaurant owners, <br /> <br /> managers, and employees to fulfill the needs of analysis. The result of interview is analyzed by strategic management approach. The results of the approach are meant to get a business strategy for restaurant Tahu Saribumi Sumedang. Business strategy chosen is differentiation strategy. This strategy is devided into two strategy based on the timeline, <br /> <br /> which are short term strategy and long term strategy. Short term strategy is more focusing on new product development and marketing strategy. Meanwhile, long term strategy will be more creating well-managed business strategy, which are human resources management and finance management.