PROPOSED BUSINESS STRATEGY FOR DAPUR GLADIES BROWNIES

• Main Author: Magrial Budi Kharisma, Gilang
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/36196
• Institution: Institut Teknologi Bandung

Food is one of the basic human needs in addition to clothing and house that humans need to maintain their lives. Nowadays people tend to choose to consume ready-to-eat or fast foods. People in urban areas who are very busy changing their consumption patterns in a more practical and efficient direction, including in terms of fulfil the food needs. There is an increase food expenditure is an opportunity for the processed food processing industry to develop its business. One type of food industry that is developing in indonesia is a food processing industry made from raw flour such as bakery and noodle industry. Brownies are one type of bakery product that is liked by the community because it is able to provide good nutritional intake in a practical form, fast food, as well as answering the need for the age of prestigious food. One of small industry that takes advantage of this opportunity by producing brownies in the city of Bandung is Dapur Gladies. Dapur Gladies was established in Bandung since 2013 that focus to producing brownies cake, Dapur Gladies was found by Poetry Gladies. The demand of Dapur Gladies brownies cake going grow along with the increasing number of requests for the brownies. This opportunity should be used properly by Dapur Gladies by producing more brownies to be able to fulfill customer needs for the brownies product. Over time the cake industry that being grow has a good prospects, in Bandung itself the competition in culinary industry is very intense. Therefore, Dapur Gladies must be able to choose the right strategy by paying attention to the capabilities of its company as a small business so that it can survive in the midst of competition and also to be able to win competition with other small industries. In order to compete in the market, similar service is not enough to gain or attract consumers. Online promotion is one of ways to attract consumers who prefer internet media. By using ads in some aplication, it can help personal or company to avoid over limit marketing budget. Dapur Gladies also needs additional or distinct features to attract and be noticed by consumers. One of alternate strategy is by creating discount promotion with customer get customer concept. Every member who bought Dapur Gladies product will get discount if they post the product that they had bought in Instagram and tag of 5 his/her friends. This strategy to attract current customers for re-purchase and it expected to get loyal member. There's needs marketing and promotional support to achieve the sales target. Dapur Gladies challenged to increase sales every month so that the long-term target can also be achieved. The existing analysis including internal and external aspects of the Dapur Gladies. On the external aspect, using PEST analysis and Porter's 5 Forces Analysis. then on the internal aspects using Value Chain analysis, and SWOT Analysis. The results of the external and internal analysis will be used to make the proposed strategy and also the TOWS matrix. The proposed strategy must be implemented so that differences can be seen before and after the proposal is made. These strategies will also become guidelines for the Dapur Gladies while making in the next decision.