ANALYSIS OF RICEBOX BUSINESS MODEL IN BANDUNG

• Main Author: Aulia Saanty, Debby
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41254
• Institution: Institut Teknologi Bandung

As a creative city, Bandung is also known as a culinary city because of the number of culinary product innovations it has, and ricebox is one example of a culinary phenomenon in Bandung. Mostly, ricebox is created for busy people to enjoy ready-to-serve rice meal and also with more affordable price. Nowadays, there many ricebox brands in Bandung, and its growth has begun to emerge. However, until now there has not been a proper business model to guide a Ricebox business in Bandung yet. A business model is an important tool to help the company think of the long road in front of them in three phases, the product or service, the customers, and the revenue. Therefore, in order to run the business well, Ricebox business in Bandung should create their own business model as their guidance on doing the business. This research is conducted to analyse the most suitable business model for ricebox in Bandung. The data collection is generated by doing the interview with 5 ricebox owners in Bandung and survey of 200 respondents. The result of the data is analysed by manual coding and descriptive statistic. The final result of this research is the recommendation for the most suitable business model for ricebox in Bandung. In detail, the result will show who is the right customer segments for ricebox in Bandung, what product values that customers actually need, what channel is the most efficient for company to deliver the product value, and other detail regarding the business model. This research also aims to help PETJAH, as one of ricebox brands in Bandung to find the most suitable business model to be adopted.