EVALUATION OF BUSINESS STRATEGY IMPLEMENTATION AND ITS IMPACT TO CONSUMER PURCHASE DECISION (CASE STUDY OF SNACKING TIME CORPORATION)

• Main Author: Roza Paluta, Prima
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53431
• Institution: Institut Teknologi Bandung

Snacking is a growing industry with total sales around the world is reaching $491 billion by end of 2019. Improving consumer lifestyle, rapid urbanization rate, and growing middle class has created an increase of the demand for on the go convenience foods. Competition is tight in this industry which coupled by the fact that consumer snacking habits is always evolving. To allow the company staying ahead of competition, a snacking company need to be agile and responsive to address to the evolving needs of the consumers. The right business strategy needed to be formulated to address consumer concerns and have to be well executed to gain sustainable growth and winning against the tight competition. However, implementing a global strategy is not an easy job, especially when implementing it outside the home country. There would be challenges faced by the company while implementing the strategy which will impact to effectiveness of the strategy on achieving the company’s goal. The purpose of this study is to identify challenge faced by the company on implementing the strategy as well as to measure how strategy implementation will affect consumer purchase decision. Both qualitative and quantitative methodology will be used on this study. For qualitative, interview was conducted to eight department heads to identify the challenge on implementing the strategy in Indonesia business unit, and it’s found that some challenges faced for the implementation company is related to economic and administrative distance between home country and targeted market, as explained by CAGE Distance Framework. Solution to overcome the challenge on implementation including supplier strategic partnership program and production planning improvement are provided based on Soft System Methodology approach and Ease Benefit Analysis. Correlation of strategy implementation to consumer purchase decision also being measured using a quantitative approach (questionnaire) and the result will help the company to prioritize the action plan to close gap of strategy implementation.