BUSINESS CHANGING STRATEGY OF SME IN REST AREA CIPULARANG TOLL ROAD

• Main Author: Yudha Yehuda - 29115735, Tri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31379
• Institution: Institut Teknologi Bandung

Cipularang toll road is one part of toll road that connect Jakarta and Bandung. In this toll road, there are 5 rest areas, km 72a, km 72b, km 88a, km 88b, and km 97. Each rest area has stores that provide customers with food, drink and other facilities. SABO is one of store that exist in rest area 72a and 72b. SABO provide customer with its main product is Indonesian snacks (fries). <br /> <br /> SABO’s main customer was shuttle and non-shuttle customer, Income from shuttle customer was 58.3% in the beginning. Income of SABO decreased after the bankrupt of Cipaganti group as its main partner, one store of SABO closed after this event. From 2016 to 2017, SABO’s income decreased by 32%, and in the end of 2017, all income in SABO business 100% from non-shuttle customer. <br /> <br /> This condition made SABO have to change its business strategy which have to serve only non-shuttle customer. Non-shuttle customer has its own criteria of buying things, SABO needs to know the needs and wants of non-shuttle customer. Market research became the main point to get the needs and wants from non-shuttle customer. <br /> <br /> The research was done by online questionnaire and personal questionnaire. The result from the research and questionnaire was a new strategy (STP), innovating and variating product, new logo and brand, new package for take away products, and refurbish the store. The design of new items and facilities for SABO, implemented in SABO-KECIL, which the only store that was having shuttle and non-shuttle customer and still survive.