PROPOSED NEW INNOVATION SERVICE STRATEGY FOR COFFEE SHOP USING EXPERIENTIAL SERVICE INNOVATION (CASE STUDY: KOPI SABEB)

• Main Author: Hazuri, Iqbal
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/49878
• Institution: Institut Teknologi Bandung

Coffee is one of the ingredients consuming that is being sought by Indonesian people, it affects to the growth of coffee industries both upstream and downstream. The increasing level of coffee consuming also has a positive impact on local coffee shop business. Kopi sabeb sees this as an opportunity to contribute especially in Ciparay, Bandung. In its journey, Kopi sabeb found several obstacles to be able to reach while providing benefits to its customers. The diversity among coffee shops in Ciparay makes Kopi sabeb decreased in terms of sales and also number of buyers when compared to other coffee shops in Ciparay. The purpose of this research is to make Kopi sabeb getting better on reaching people awareness to give positive effect in Kopi sabeb sales. Researchers use descriptive and qualitative methodologies to create new strategies with several analytical tools such as value proposition analysis and SWOT analysis to fulfill internal point of view in Kopi sabeb and also External analysis by using Competitor analysis and customers analysis. Furthermore, researchers conducted further studies through interviews with customers to get a match or difference from what is offered by Kopi sabeb. According to the results of the analysis at the beginning, there are some findings that could affect Kopi sabeb business process. Based on these findings, researcher found that Kopi sabeb service was not become priority in its business process, so Kopi sabeb doesn’t get much engagement from customers, the researcher suggests to apply innovation strategies for service to get better at engaging buyers with experiential strategies innovation. This strategy is come of many ways overcoming the obstacles where coffee shop has become bigger in Ciparay, so as Kopi Sabeb could have had the differences in terms of services offered to buyers that’s different from other coffee shops. The further strategy that can be done if the previous strategy is successful is about the consistency of the Kopi sabeb brand so it could be expected to get more customers in the future. Experiential service innovation strategy itself has elements that must be focused including the physical environment, service employees, service delivery processes, fellow customers, and back office support. After the researcher conducted research related to that, the researcher proposed real steps and timelines for implementation so that Kopi sabeb would be better than before.