RECOMMENDATION ON OPERATIONAL AND MARKETING STRATEGY IN SMALL BUSINESS ENTERPRISE: CASE STUDY KAFE KUPU-KUPU

• Main Author: PUJIYANTI (NIM : 29107073); Pembimbing: Ir. Leo Aldianto, MBA, MSAE, SRI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24364
• Institution: Institut Teknologi Bandung

Restaurant business is a competitive and yet a promising business. In Indonesia, especially in Bandung area, this kind of business continues to grow and less affected by the economic crisis. Kafe Kupu-Kupu is one of local restaurants in Cimahi, a small suburban city near Bandung with low density of restaurant number. As a result, competition is not as fierce as in Bandung. To capture this opportunity, the company constructs steps <br /> <br /> <br /> <br /> <br /> necessary to increase its profitability subject to all the limitations they have, especially in location and budget. This research have an objective to see where the company currently stand, internally and externally speaking, the problem and its root cause, and understanding the limitation they have, the solution suggested. The research shown that Kafe Kupu-Kupu is having a problem in their operational systems, where they have no inventory control system. They have also <br /> <br /> <br /> <br /> <br /> problem in marketing. The lack of control in inventory causing high percentage of production cost. Ineffective marketing program creating lack of brand recognition. <br /> <br /> <br /> <br /> <br /> Improvement plan needed to solve this problem. The business solution offered to Kafe Kupu-Kupu is inventory control system without adding human resources, with regards current small capacity. For marketing, fact found that the most effective marketing model for Kafe Kupu-Kupu is word of mouth marketing and this is a convinient fact. Understanding that word of mouth <br /> <br /> <br /> <br /> <br /> marketing is a cheap marketing model, this model is fit with the budget limitation that Kafe Kupu-Kupu have. <br /> <br /> <br /> <br /> <br /> The recommendation started with the inventory control system set up and then focus move to marketing mix based on word of mouth marketing.