PROPOSED BUSINESS STRATEGY OF FOOD AND BEVERAGES SMALL-MEDIUM ENTREPRISES IN RESPONSE OF COVID-19 PANDEMIC (CASE STUDY: GOODS BY TRESNA ARTISAN BAKERY)

• Main Author: Galih Tresna Pratiwi, Dewi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57959
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic that hit Indonesia had a big impact, one of which was Small-Medium Enterprises (SME). Goods by Tresna, which is a food and beverages SME artisan bakery that just opened in December 2020 and is located in Cikarang, is one of those affected by the COVID-19 pandemic. One of them is the reduced revenue of Goods by Tresna. This is also due to the reduced revenue streams of Goods by Tresna as malls were closed during the period of social restrictions on the islands of Java and Bali (PPKM), also a challenge for Goods by Tresna as a business that has only been running for approximately half a year during the pandemic. In the midst of uncertain conditions and various challenges that hit, Goods by Tresna must continue to struggle to survive by adapting and improvising the pandemic situation as will be discussed through this research to find the best strategy to deal with the COVID-19 pandemic for Food and Beverages Small Medium Entreprises Goods by Tresna. Researchers use qualitative and quantitative methodologies to analyze market conditions, also analyze internal conditions using VRIO analysis and Business Model Canvas, also analyze external conditions through PESTEL Analysis. to then the results of the analysis will map the strengths and weaknesses of Goods by Tresna through SWOT Analysis and then map solutions via TOWS Matrix. As the results of the solution were applied as a strategy through the Marketing Mix Strategy in order to get the best strategy formulation for Goods by Tresna in the face of the COVID-19 pandemic