PROPOSED BUSINESS STRATEGY FOR A NEW COFFEE SHOP IN BANDUNG (CASE: KEDAI KOPI KAKA)

• Main Author: Davina Abelia, Darlleen
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53402
• Institution: Institut Teknologi Bandung

Indonesia is known to be one of the largest country to produce coffee. Coffee has become a new lifestyle and part of daily life, it has caused we can see many coffee shops to pop up everywhere especially across major big cities in Indonesia. Coffee shop can be seen everywhere especially in Bandung, and it spread evenly across the city. The low barriers to entry the market making a competition is getting intense among the coffee shops. As a new player in coffee shop industry, Kedai Kopi Kaka should be able to compete in the tough coffee shop industry. Therefore, Kedai Kopi Kaka has to make business strategy in order to stay and sustain in the industry. The study aims to develop a suitable strategy to Kedai Kopi kaka based on the internal and external factors. Internal analysis will be based on the resources, capabilities, value chain, and marketing mix 7P, which will become the strength and weakness of Kedai Kopi Kaka. For the external analysis used general environment with PEST analysis, industry environment with Porter’s 5 Forces, competitor analysis and customer analysis, which will become the opportunity and threat of Kedai Kopi Kaka. The business level strategy solution formulated by Porter Generic Strategy that focus on cost-leadership strategy. Moreover, the functional strategy level focuses on marketing strategy was formulated using STP (Segmenting, Targeting, and Positioning), Value Proposition, and Marketing Mix develop with TOWS Matrix. The final chapter describes the implementation plan of the proposed alternatives strategies. It consists of detail activities, person in charge, budget and timeline schedule for each activity. Those proposed strategies were expected to be a solution for Kedai Kopi Kaka to be able to compete and sustain in the coffee shop industry for long time.