PROPOSED BUSINESS STRATEGY FOR FOOD AND BEVERAGE INDUSTRY (CASE STUDY : LADANGKITA.ID)

• Main Author: Abdurachman, Aditia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62629
• Institution: Institut Teknologi Bandung

During the COVID-19 pandemic, the Indonesian government issued a policy on handling the outbreak that limited community activities. He also appealed to the public to boost their immune system by increasing their consumption of fruits. This is an opportunity for us to create a Ladangkita.id business. Ladangkita.id has many problems, but the main problem is that the costs incurred are more than the income. Therefore Ladangkita.id needs a business strategy to build new opportunities and sustainable business. This study discusses the business strategy of Ladangkita.id as a company engaged in the food and beverage industry which will be the basis and reference in building a sustainable business. This research was conducted by analyzing the company's existing conditions externally and internally. The method used in this research is Porter 5 Forces, Consumer Behavior, Business Process Analysis, and Resource Based View. The results of the analysis method are integrated using VRIO Analysis. Through VRIO Analysis, the issue was obtained that the condition of Ladangkita.id is in the Red Ocean industry which has many competitors, let alone a lot of internal problems faced. Based on these issues, the author uses the Blue Ocean Strategy analysis by means of Create a New Value to obtain product shifting, namely the proposed Product Processing Menu. Based on the proposed business strategy, the author conducted a Market Analysis and Business Plan. As an effort to be effective and cost efficient, Ladangkita.id implements a strategy by offering its products in B2B (Stall and Sports Centre) and B2C (Marketplace and Online Food) ways. without opening the outlet first.