PROPOSED BUSINESS STRATEGY FOR SWANISH TO INCREASING COMPETITIVENESS IN BREAD INDUSTRY (CASE STUDY: PT SWANISH BOGA INDUSTRIA)

• Main Author: Taufik Ihsan Eridian, Mohammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46091
• Institution: Institut Teknologi Bandung

Swanish is a factory-scale bread company. Swanish has been established since 1994. In recent years income from Swanish has decreased. Therefore, the authors feel drawn to conducting research in the hope that it can help the company return to its optimal performance. The Swanish challenge is to restore the company's performance to the conditions by a different era which is a challenges to old company. The current condition of the marketing strategy that is made is very necessary to consider the proximity to the digital platform. However, the problem of declining income, of course, happens not because of one thing. There are several factors that cause the company's revenue to decline. The author will identify the cause and propose improvements that need to be done by the company. The study was conducted with quantitative and qualitative methods. The author will make a preliminary analysis related to the business strategy of the company today. Then analyze and propose a new business strategy based on the results of the questionnaire, SWOT, TOWS matrix, and Porter Generic. Therefore, the writer will propose a new Business Model Canvas as a basic guide for the company. In this study it was found that the current condition of the company uses differentiation strategies and as an effort to restore performance the authors propose focus differentiation. Finally an implementation plan will be made containing the activities that the company needs to carry out