PROPOSED BUSINESS STRATEGY FOR OYSTER CULTIVATION (CASE STUDY: LISOYSTER)

• Main Author: Prabandari, Shendy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34067
• Institution: Institut Teknologi Bandung

Lisoyster is an oyster cultivation business located in Purwokerto, Banyumas. This cultivation just began on April 2018 by a couple of husband and wife. Lisoyster only has an employee and assisted directly by the in doing work. During the process, there are several problems faced from internal or external factors. The method that is using in this study is by interviewing the owner, provider of the raw materials and also the middleman, and observing the field. After all the data needing obtained, the researcher conducted an analysis several factors that influenced the external factors using PESTEL analysis, Porter’s Five Forces analysis, competitor analysis, and customer analysis. For internal factors, researcher using value chain analysis, segmenting targeting and positioning (STP), and marketing mix. After analyzing and weighting the internal and external factors then continue with TOWS matrix for knowing what will strategy that will be done. Researcher divides into human resource strategy, product development strategy, and marketing strategy. The results of this study are several strategies that will begin to be implemented in February 2019. The researcher hopes that the chosen strategy will enable to solve Lisoyster’sexisting problems and grow bigger.