PROPOSED COMPETITIVE STRATEGY FOR Sa.Ko.Pi COFFEE SHOP THROUGH CUSTOMER-FOCUSED BUSINESS MODEL CANVAS AS A TOOL

• Main Author: Putri Lenggogeni, Ajeng
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/33558
• Institution: Institut Teknologi Bandung

In this global era the rapid urban lifestyle development is inevitable, especially for the millennials. The millennials are the interconnected generation that are dependence on the internet a lot. The youth seems really inseparable with their electronical device that are connected to the internet, that makes internet become the new primary needs. The coffee shop culture plays a big role in today generation, where most coffee shop in Indonesia offer free wi-fi connection targeting the millennials as the customer segments. The coffee shop culture that indirectly makes the millennials not only being internet dependent, but also coffee or caffeine dependent. Numbers of coffee shop in Indonesia has been growing rapidly for the last few years especially in Bandung, as there are no high barrier to entry the market. Moreover, the Indonesia government has been encouraging people to enjoy Indonesia coffee-origin to contribute in Indonesia economic growth. According to the Indonesia Ministry of Industry’s records, the food and beverage industry grew 9.46 percent during the third quarter of 2017, and has contributed significantly towards the Indonesia economic growth, especially towards the country’s non-oil and gas GDP. Sa.Ko.Pi is one of the coffee shop player in North Bandung area and currently facing business issues related to the number of sales and revenue that was caused by low brand awareness and the competitors in the same industry that targeting same customer segments, therefore it is important for Sa.Ko.Pi to innovate the competitive strategy and the business model canvas need to acknowledge its competitive strategy in order to survive in this red-ocean coffee shop market in Indonesia, particularly in Bandung. This research conducted several steps that summarized in the conceptual framework. After analyzing and examining the data findings there are several marketing strategies and alternative revenue streams that are suitable for Sa.Ko.Pi as the competitive strategy. By developing a long-term relationship with the communities in Bandung, and create a good content for the marketing content. Selling products other than food and beverages, add service fees like subscription and even rent fees can be the alternative revenue stream scheme.