PROPOSED BUSINESS STRATEGY FOR “MIE AYUNG” IN ORDER TO SUSTAIN IN COMPETITIVE MARKET

• Main Author: ANDRE BUDIONO (NIM 29114063), STEVANUS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24390
• Institution: Institut Teknologi Bandung

Mie Ayung is a noodle shop that was founded by Hendra Paulus in 2005. Mie Ayung is <br /> <br /> focusing on serving Bangka authentic chicken noodle that taste delicious and affordable for <br /> <br /> office workers and new small family. Mie Ayung serve homemade product, it’s specialty <br /> <br /> such as: chicken noodle, pempek (fried fish cake), and Tahu-Kok (fish meat ball, and tofu <br /> <br /> meat ball). Although the company surviving more than a decade, Mie Ayung having a hard <br /> <br /> time in today’s competitive environment where the company is struggling to growing with <br /> <br /> rapidly changing new trend and reading customer preferences. This past year economy and <br /> <br /> political condition in Indonesia, especially Jakarta, makes the company replanned for <br /> <br /> opening new outlets due to bad economic conditions which is resulting in fear of not being <br /> <br /> able to make enough sales to cover the business. Also, the trend of hybrid Instant noodle that <br /> <br /> currently blooming in Jakarta, has become a challenge for Mie Ayung, the sales and <br /> <br /> enthusiasm for traditional noodle shop has been decreasing. <br /> <br /> To solve these problems, the methodological approach will be used by mixing mixing <br /> <br /> method of integrating quantitative and qualitative data. In-depth structured interviews will be <br /> <br /> used to completing qualitative data, while quantitative data will be accumulated from <br /> <br /> questionnaire; which, using SWOT matrix, TWOS matrix, and the Porter’s three generic <br /> <br /> strategies, the best strategy for Mie Ayung can be tailored to sustain the business in <br /> <br /> competitive environment and define different strategy, where the company will emphasize <br /> <br /> the uniqueness in terms of time, customers, location, and customer relationships in the new <br /> <br /> business model canvas. <br /> <br /> In the proposed business plan for Mie Ayung, the company can solve the problem by looking <br /> <br /> for new approached. Adding more customers by open up and adding its customer segments. <br /> <br /> As well as give better dining experiences and create more comfortable space for the <br /> <br /> customers. The rapid current of trends changing can be challenging, however Mie Ayung can <br /> <br /> also ride the current and having fun. Mie Ayung can start going online, creating websites and <br /> <br /> involved in app based food ordering regime; therefore, Mie Ayung can both increasing sales <br /> <br /> and get exposure to broader audiences.