PROPOSED BUSINESS STRATEGY AND IMPLEMENTATION FOR MUSOUYA RESTAURANT

• Main Author: Dale Hendry-29114594, Gwendy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27612
• Institution: Institut Teknologi Bandung

Musouya is one culinary business in Bandung that offers Japanese dining experience by serving authentic Japanese rice bowl. This restaurant is open since 2014 and located in the area of New Sany Rosa Hotel, in Hegarmanah, Bandung. The name of Musouya is taken from Japanese language, means “the one and only” as the irreplaceable experience that only Musouya can offers. The management using split operational hour only open during lunch and dinner time, to reduce unnecessary cost at the slow time. In the past year the revenue of Musouya was declining, however the management feels that they didn’t do anything wrong. <br /> <br /> To help us have a better understanding of the issues and what’s causing them, author cunducted an internal analysis and external analysis to formulate root cause analysis. The result was mainly divided into three causes which are Musouya didn’t have any marketing activities, Musouya didn’t have any partnership, and Musouya didn’t have any proper business strategy. <br /> <br /> In this thesis, author want to give solution for Musouya by formulating proper strategy to increase its sales. The strategy formulation method is conducting a SWOT analysis to mapping strengths, weaknesses, opportunities, and threats which will use in the EFAS and IFAS matrix so author can know which strategy are best suited for Musouya. From the formulation strategy result the strategy are divided into three levels which are business level strategy, corporate level strategy, and functional level strategy. Cost leadership strategy is chosen for business level strategy, the best suited strategy based on author’s analysis of corporate level strategy are market penetration and market development, and as for functional level strategy there are human resources strategies, marketing strategies, and operational strategies. Author also provide an implementation plan for those strategies so Musouya have a guideline for conducting these strategies.