BUSINESS STRATEGY DEVELOPMENT IN COMPETITIVE CAFÉ INDUSTRY MARKET (A CASE STUDY: SLATAN COFFEE, TEA AND CHOCOLATE)

• Main Author: Indhirasvari, Priyanka
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/39415
• Institution: Institut Teknologi Bandung

Slatan Coffee, Tea and Chocolate is a brand of the Kolega Group that sells coffee, tea chocolate drinks, small bites food and coffee catering service since June 2017. It is located in Kemang Selatan, Jakarta. The competition for café industry is very intense. The number of café in Jakarta is keep on growing at 10% rate. Since the first quarter of 2018, Slatan experienced a decline in sales by 20%. Business situation analysis is used to find the root cause of the business issue; while SWOT Analysis and Strategy Diamond Framework are used to develop strategy alternatives and solution for the business. The primary data collection for this final project is done by both, quantitative and qualitative research methods and Slovin formula is used to determine the sample size; while secondary data will be collected from news articles, websites, industry report, journals, books, blog posts for reviews or online reviews platform. Based on the business situation analysis, the decrease of sales is caused by several factors: (1). Minimal promotion activity, (2). High competition, (3). low commitment from owners/directors and (4). poor service and store ambiance. According to SWOT analysis, the business strategy alternatives are either to increase the market share or divest and quit from the market entirely. There are several business solutions proposed, which are: (1). Have a written commitment document that is signed by all owners (2). Alter business model canvas, (3). Improve marketing mix and (4). Train senior barista to be the admin for their social media.