PROPOSED BUSINESS STRATEGY FOR BEFIT KITCHEN TO INCREASE THE SALES OF GRANOLA SNACK

• Main Author: Kurniawan Wijaya, Yoshua
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46397
• Institution: Institut Teknologi Bandung

In this modern era, lots of creative industry that exist in Indonesia. Culinary Business is one of the creative industry that have a big role in Indonesia’s GDP. From the 16 subsectors managed by the Creative Economy Agency (Bekraf), the culinary subsector accounts for around 41 percent of the gross domestic product (GDP) of the creative economy. Bandung as one as of the culinary city in Indonesia has lots of culinary business. There are lot of culinary business in Bandung like street food, catering, restaurant, etc. One of the culinary business that booming right now is healthy catering. Be Fit Kitchen is one of the startup business that engage in healthy culinary in Bandung. BeFit Kitchen sells healthy catering and healthy snack. There are lot of products from BeFit Kitchen like healthy sambal goreng, healthy balado squid, granola snack, etc. But there is a problem that happen in Be Fit Kitchen Catering. Eventough the sales of healthy food is in good condition but the sales from the granola snack is decreased. At the same time the sales of the competitor is in good condition. The purposes of this final project are to analyze the problem’s causes of BeFit Kitchen, value proposition, and propose some business strategy based to increase the sales of BeFit Kitchen’s granola snack. To do this qualitative research, the author use external and internal analysis. The author uses web browsing, observation and some interview for gather information to internal and external analysis. For the external analysis, the author uses PESTEL analysis, Porter’s Five Forces, and competitor analysis. The competitor of BeFit Kitchen are Granova and Granola By Minime, because all of them sell some similiar product. For the internal analysis, the author use Resource Based View. After internal and external analysis the author uses fishbone diagram to find the root cause of the problem. The root causes problem are from four sector, include own product like BeFit Kitchen’s product is less variation than competitor, competitor that have more variation product, wrong agreement with the supplier and doesn’t have channel of sales. That root causes of the problem are ranked based on urgency from Eisenhower’s matrix categories which are “Do First”, “Schedule, “Delegate”, and “Don’t do”. There is no root causes of the problem that placed in “Don’t Do” category. After find the root cause of the problem, the next step is do SWOT analysis based on the internal and external analysis, to find the strength, weakness, opportunity, and threat of BeFit Kitchen. The result of SWOT is for build IE matrix and TOWS matrix to proposed some strategies for BeFit Kitchen. The proposed strategies are corporate level strategy and functional level strategy. The corporate strategies are based on Ansoff’s Matrix where BeFit Kitchen should do market penetration and product development same with IE matrix. The functional level strategies are the same with the corporate level strategy, but the proposed strategies are ranked based on the Eisenhower’s matrix. The proposed strategies are focused on the market penetration and product development and summarized in implementation plan in a year, start from January 2020.