ENVIRONMENTAL SCANNING IN STRATEGIC MANAGEMENT FOR COFFE SHOP BUSINESS (A STUDY OF WIKI KOFFIE)
Wiki Koffie is one of the most famous coffee shop in Bandung that is located in a historical site, Braga street. As the coffee shop facing both internal and external problems such as lack of human resource also competitive environment in Braga street, it needs to conduct strategic management to coex...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/40848 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Wiki Koffie is one of the most famous coffee shop in Bandung that is located in a historical site, Braga street. As the coffee shop facing both internal and external problems such as lack of human resource also competitive environment in Braga street, it needs to conduct strategic management to coexist among its competitors. However, this research mainly focuses on the first phase of strategic management, which is environmental scanning. This research aims to give an example of the first phase of strategic management process. Environmental scanning is an important part in strategic management. It reveals the internal and external factors that could help the strategist of the company so, he or she would be able to formulate a strategy for the preferred company’s future.
The researcher uses 2 types of data to conduct this research, primary data and secondary data. The primary data are maintained from the interviews, qualitative survey, and observation. On the other hand, the secondary data are maintained from online newspaper, journals, and books. As environmental scanning is divided into two parts which are internal factors scanning and external factors scanning, there are several tools used to analyze the data. The external factors scanning tools are PESTLE Analysis, Porter’s Five Forces, Marketing Mix and EFAS Table. Meanwhile, the internal factors scanning tools are Resources & Capability analysis, VRIN Framework,Value Chain analysis, and IFAS Table. After the data is analyzed, the data is interpreted using IE Matrix.
The findings of this research showed that Wiki Koffie has both internal and external factors that could support and harm their businesses. The internal factors of Wiki Koffie are Strengths and Weaknesses. The strengths are strategic location, affordable price, strong branding image, secret recipes of coffee and cakes, and customer service. The weaknesses are crowded place, not much menu variation, long delivery service because of lack of human resources, inventory management, and decreasing product quality.
On the other hand, the external factors are Opportunities and Threats of Wiki Koffie. The opportunities are growing demand market in coffee consumption, opening up new branches, increasing menu Innovation, utilizing technology in business, and government policy that supports coffee industry. The threats are other coffee shops with different concept, natural disasters, increase on the coffee prices, and the change of demand and trend among customers.
From the IE matrix, it is known that Wiki Koffie is a high position business with a value of IFE total weighted score of 3.6 and EFE total weighted score of 3.35. Wiki Koffie is expected to do market penetration, market development, and product development. In the operational side, the company should focus on backward integration, forward integration, and horizontal integration.
Wiki Koffie is recommended to continue the next strategic management process which is strategy formulation. The researcher also gives some recommendation on their inventory management, lack of human resource, and product innovation as internal factor problems to support Wiki Koffie’s future business activities. |
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