FORMULATING BUSINESS STRATEGY IN GTP COFFEE TO IMPROVE PERFORMANCE USING DIAMOND STRATEGY FRAMEWORK

• Main Author: Rayqa Wildan Andhika, Raden
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/49560
• Institution: Institut Teknologi Bandung

In economic development in Indonesia, small businesses are always described as a sector that has an important role, because most of the population is poorly educated and live in small business activities in both the traditional and modern sectors. Every business needs strategic planning to deal with environmental conditions and existing competition, including GTP Coffee Strategic planning can be done by mapping existing business models using the Business Model Canvas approach. The purpose of this study is to analyze the current business situation and internal conditions of GTP Coffee, to develop strategies that can be implemented by GTP Coffee based on its current business situation and internal conditions, and to design new business models which is suitable with the new GTP Coffee business strategy. There are two research methods used in this study, namely qualitative research and quantitative research. The results showed that internal conditions based on VRIO analysis, GTP Coffee has a competitive advantage in terms of coffee quality, quality human resources, and good infrastructure. Thus, the right business strategy is needed to gain a competitive advantage to grow and maintain this challenging product. External conditions, GTP Coffee which is located and operating in West Java faces a lot because of competition in the same market. GTP Coffee products are perceived price can compete in the market and customer perceived benefits can meet consumer needs. The GTP Coffee canvas business model is useful to find out more deeply why the four pillars of the GTP Coffee business can sustain the company's business continuity.