CULINARY BUSINESS STRATEGY RECOMMENDATION CASE STUDY WARONG SOMBAR FINAL PROJECT

• Main Author: TIMOTHY RUMAMBI - Nim: 29115655, GILBERT
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27533
• Institution: Institut Teknologi Bandung

<p align="justify">The business sector is growing rapidly these past couple of years, including the Macro business and Micro business. From the data provided by Badan Pusat Statistik (BPS) from 2010 until 2015 was increased number of micro business, from 0,09% to 10,09% business for each year, especially the number of micro business on food sector. The food industry currently is growing and dominated by the modern taste of food and concept. Warong Sombar is start up business the traditional culinary field, founded by Gilbert Timothy Rumambi and Stella Gladys in November 2015. Warong Sombar serves an authentic Traditional Manadonese cuisine. Warong Sombar concept has taken traditional food into a modern food, includes the design, which is mixture of modern – minimalist concept with maintaining the authenticity taste of the product. <br /> <br /> Warong Sombar has 2 business issues. First, Warong Sombar is determined to grow their business. Second, Warong Sombar needs a strategy to execute their move in order to grow the business. The strategy that is used to solve the business issues for Warong Sombar is to start analyzing the internal and external situation. For the internal analysis, it is to get to know the problem within the company. Research used STP (segmenting, targeting and positioning) and 4P (place, price, production and promotion). <br /> <br /> Meanwhile, to examine the external analysis of Warong Sombar, research use Porter 5 Forces and Competitor Analysis. In the Porter 5 Forces Warong Sombar is categorized as Medium - High competitiveness while with the competitor analysis Warong Sombar’s position is serving a high quality yet less price product, which means Warong Sombar competitiveness is considered high and can run it’s business properly. <br /> <br /> Warong Sombar use Root Cause Analysis to determine which issues should be handled first. From the analysis the strategy that is best suited for Warong Sombar is to create a new store to grow the business and maximizing it’s social media activity in order to enhance Warong Sombar brand awareness and product knowledge. Research use 4 methods to examine Warong Sombar’s strategy and later the formulated solutions will be explained by 3 business fit that later be converted into business actions that is best suited for Warong Sombar. <p align="justify"> <br />