PROPOSED BUSINESS STRATEGY FOR LOCARVEST (FRESH FOOD E-COMMERCE PLATFORM)

• Main Author: Galih Utama, Aditya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/51048
• Institution: Institut Teknologi Bandung

Locarvest (local harvest) is a start-up company in the field of e-commerce of fresh agricultural products. Locarvest has been running since 2015, at first they focus to fulfill B2B and B2C market. currently, Locarvest faced the problem to achieve target revenue in 2019 and only reach 69.26% of target. This problem comes from various major and minor factors such as: marketing, information and technology, operational, financial and external environment. To solve the problem, Locarvest needs to have the right strategy. This research uses the strategic management process by formulating the most suitable strategy so that Locarvest’s can achieve targets by prioritizing their competitive advantage. This stage of the strategic management process consists of environmental analysis, strategy formulation and strategy implementation. The data that used by author are primary and secondary consist of questionnaires, interviews, internet research, and company reports. This research resulted in 5 implementation strategies that aim to increase market and Locarvest’s revenue. The strategy generated from external analysis and internal analysis. External analysis includes PEST analysis, Questionnaire Analysis and Competitor Analysis, while Value Chain Analysis, STP Analysis and 7P Marketing Mix are used to analyze company’s internal factors. The result of analysis concluded in a SWOT analysis which formulated into a TOWS Matrix aimed to purpose Locarvest's business strategy. The final result conclude in Business Canvas Model.