PROPOSE BUSINESS STRATEGY FOR PT SUKA LAPAR BY EVALUATE THE BUSSINESS AND FINANCIAL PERFORMANCE

• Main Author: Mulyadi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61106
• Institution: Institut Teknologi Bandung

The food and beverage industry in Indonesia, especially the restaurant company industry, is experiencing many challenges during the period of the Covid-19 pandemic. The tight regulation from the government to stop the spreading of Covid-19, the changes of customer behavior on purchase behavior during the pandemic, and many startup companies in food and beverage provider is triggering the restaurant company to change the business model and operating process to meet the market needs. One of the Jakarta governor’s regulations that limits the operation hours and maximum capacity of restaurant companies is Pergub no. 3 Tahun 2021. SUKA LAPAR company is a new food and beverage provider company that just started its operation in November 2019. SUKA LAPAR comes to the market with the new idea of a business model where the food and beverage are provided only by the online platform, as know a cloud kitchen business model. Meanwhile, the Covid-19 pandemic has occurred since the beginning of 2020. Because of the pandemic, there are purchase behavior changes from dine-in to online purchase. But overall, the pandemic leads to the declining of the restaurant market in 2020. The condition might affect the company’s first-year financial performance. This final project's main objective is to evaluate the financial performance and financial health of SUKA LAPAR company, were comparing it with the last 3 years financial performance and financial health of incumbent restaurant companies, such as PZZA and FAST. Besides evaluating the financial performance and financial health of SUKA LAPAR company, by evaluating the last 3 years' financial performance and financial health, this research also tries to provide the evaluation of the company’s business model and the recommendation of the next strategy for the company. The evaluation used several financial measurements, such as Liquidity ratio, Solvency ratio, Activity ratio, Profitability ratio, the ministry decree No. KEP-100/MBU/2002, the DuPont Analysis. From the analysis and evaluation, we know that SUKA LAPAR has a worse financial ratio compare to the other companies. In terms of financial health based on ministry decree No. KEP-100/MBU/2002, SUKA LAPAR got the same financial health level result as the others, where the financial health is “Less Health” for each company in 2020. In DuPont analysis, SUKA LAPAR’s return of equity (ROE) is significantly driven by profit margin and financial leverage. Although the market faces a Covid-19 pandemic in 2020, SUKA LAPAR able to get the same financial health as the others. Where the other incumbent company still has positive profitability even though there is tight regulation that limits the dine-in operation hours and maximum capacity. Therefore, the combination of both business models will be the best strategy in the future for SUKA LAPAR to increase the market share, transaction, and revenue, where the cloud kitchen and dine-in business model can be expanded simultaneously.