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/49566
• Institution: Institut Teknologi Bandung

ABSTRACT Every business needs strategic planning like GTP Coffee uses strategic planning in order to map existing business models with a diamond strategy. The objectives of this research are 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 a new business model which is suitable with GTP Coffee new business strategy. Based on the facts in the field, the researcher found several problems GTP Coffee, including declining sales, problems with raw materials and the application of coffee processing technology. With the diamond strategy approach, the researcher then improves the business model that has been applied for further business improvements. The results showed that internal conditions with VRIO analysis, GTP Coffee has a competitive advantage in terms of coffee quality, quality human resources, and good infrastructure. External conditions with PEST analysis, GTP Coffee is at a tight competition level. Using the concept of customer value, namely perceived price and customer perceived benefits, GTP Coffee can develop business sustainability. Then, to sustain the GTP Coffee business, the canvas business model is used. Finally, through the diamond strategy framework, GTP Coffee can use it as a basis for future business competition demands.