PROPOSED BUSINESS STRATEGY IMPROVEMENT FOR DAPUR KONNE

• Main Author: Bani Mardiyosa, Irham
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46860
• Institution: Institut Teknologi Bandung

Dapur Konne is a small medium business enterprise (SME) that moves in food and beverages industry. Dapur Konne was established in September 2018. Dapur Konne strats from a small canteen in a school, and from that moment the Author realize the potential of Dapur Konne to dominate food and beverages industry in education environment. Dapur Konne has two offline branches which located in University of Pertamina, and in Sekolah Tinggi Administrasi Negara (STAN). As the population grows, the needs of food and beverages expand proportionally to the number of populations. The food and beverage industry are projected to remain the mainstay of supporting Indonesia's manufacturing and economic growth. The important role of the food and beverage industry can be seen from the large contribution to the country's non-oil and gas gross domestic product. The challenge that Dapur Konne face is from the business itself. Today, there are many companies in food and beverages industry with the same product and strategy. In order to compete, Dapur Konne needs to have something more and different strategy. Dapur Konne needs to be creative and innovative in addressing the problems in society. The objective of this research is to analyze internal and external factors in Dapur Konne’s business environment. This analysis is very vital in synthesising business strategy, especially in scaling up the company, the sales growth, and marketing strategy. The result of this paper is used to optimize its business strategy, especially in scaling up the company, the sales growth, and marketing strategy. For internal analysis, the author uses VRIO analysis, and Business Model Canvas (BMC). As for external analysis, the author uses PEST analysis, Porter’s five force analysis, and competitor analysis. The problem of Dapur Konne is located in their internal especially regarding marketing activity, management human resources, variety of food products, and comfortable place that makes the company couldn’t maximizing the profit. Dapur Konne needs to focus on differentiation strategy. The implementation plan is divided into six sectors: eliminate unattractive menu, menu research, operations, marketing, standard operating procedure (SOP), and partnership.