PROPOSED NEW BUSINESS MODEL FOR COFFEE SHOP (CASE STUDY : SERANTAU COFFEE)

• Main Author: Gede Made Rama Arsharindra, I
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45876
• Institution: Institut Teknologi Bandung

Serantau Coffee is a business that is included in the category of Small and Medium Businesses (SMEs) which currently focuses on the coffee industry from the downstream side by establishing a coffee shop. Starting in December 2018, Serantau Coffee operates in the Bandung area on Jl. Lombok No. 19, Bandung. Serantau Coffee offers special products in coffee with a variety of menus and provides a comfortable place with a variety of facilities that support the comfort of all customers activities such as fast internet access and comfortable seating for both to relax or work. At present, the business model that exists and used by Serantau Coffee came from the existing business model canvas method. The revenues report shows that the revenue has gone through a dynamic cycle. First opened in December 2018 for almost a year and still have low brand awareness, revenue has not been as stable as expected due to some limitations and shortcomings owned by Serantau Coffee. With the current conditions, Serantau Coffee has a small possibility to be able to develop its business. However, Serantau Coffee currently has a high enough potential to create a new business model canvas in order to develop its business and achieve its vision. To help Serantau Coffee, the researcher propose a new business model canvas to be a solution for the existing business issue. Begins with analyzing internal factors using VRIO analysis and existing business model canvas and external factors using PESTEL analysis and Porter Five Forces analysis, then a SWOT analysis is used as input to create a TOWS matrix. Then the results of the TOWS matrix used to propose a new business model canvas for Serantau Coffee. The result from the TOWS analysis produces strategies that used to propose a new business model canvas for Serantau Coffee. The strategies consists of expand existing place to grab more market, Enter online market, Develop more good variant product, Create digital campaign to raised the value of products and services, develop digital marketing strategies and create more marketing activities, Create more value and innovation with existing products, Find cheaper supplier to press many major cost, Create membership to customers, Create periodic training and maintenance for the products, services, and places in order to always be able to maintain good standard, and Develop more products categories such as food & snack for existing and new market. The strategies obtained are recommendation to create a new business model canvas for Serantau Coffee such as new key activities, new key resources, new value proposition, new channels, new customer relationships, and new revenue streams. Then an implementation plan was created to help Serantau Coffee execute the new business model canvas.