BUSINESS ENHANCEMENT FOR BELIBU FRESHMART’S SUSTAINABILITY IN ORGANIC INDUSTRY

• Main Author: Amanda Devina, Marcellina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62704
• Institution: Institut Teknologi Bandung

Belibu Freshmart is a one-stop shopping store that provides organic and healthy products in Bandung, West Java, Indonesia. There are new trends and increasing demand regarding organic products, especially at the beginning of the pandemic Covid-19, where people are more focused on maintaining their hygiene and health. It impacted Belibu sales but not the same with the afterward condition. Currently, Belibu faces the problem with the fluctuated sales and how to survive doing their business, also planning for its future. For a company, business sustainability is essential to running their business in the long term. This research aims to analyze the driving forces regarding factors that could affect the business and present strategic recommendations on ways forward within the organic market in Bandung to achieve business sustainability. The business issues exploration uses a fishbone diagram and problem tree analysis built from a consumer survey and internal discussions. This analysis is followed by internal (VRIO analysis and value chain analysis) and external (PESTLE model and Porter's 5 Forces) condition analysis regarding the business. The internal analysis will analyze the company's resources and followed by the value chain analysis. Belibu needs to improve themselves to catch what is missing and back with more excellent quality products and services. Based on the external analysis, Belibu faces many challenges, such as competitors, suppliers, and consumers. Belibu needs to be ready and prepared to meet the challenges by making the differentiation strategy. According to SWOT analysis and TOWS analysis, the management could design the strategy, maximize the strength-opportunities and minimize the weakness and threats. This analysis could help the researcher build into the new proposed business model canvas, Triple-Layered Business Model Canvas (TLBMC), by extending the original by adding environmental and social stakeholders integrated with the Circular Model Economy to build sustainable business models. Following the analysis, three main factors that could help Belibu Freshmart do business for the long term were identified: marketing, production, and human resources. Those factors could support the company's vision and values of providing people with organic and healthy products, supporting local SMEs, and implementing the 3R (reduce-reuse-recycle) values. The research is limited only to Belibu Freshmart in Bandung as an SME running the business in the organic industry. The business operations explained in this research only apply to Belibu Freshmart and will be using data from July 2019 until July 2021. The value of this research is that building the TLBMC will support all the methodology after finding the driving force to construct strategic recommendations to enhance the business model for business sustainability.