PROPOSED BUSINESS STRATEGY IN NEW NORMAL ERA FOR FISH N CHICK XPRESS

• Main Author: Ari Nugraha, Dwi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62824
• Institution: Institut Teknologi Bandung

Fish n Chick Xpress is a culinary brand that was established in 2019 with the main menu being processed fish dory. In March 2020 the company experienced a decrease in revenue due to the COVID-19 pandemic which began to spread in Indonesia. This causes changes in consumer behavior, as well as internal and external impacts from FnC Xpress. The purpose of this research is to determine the right business strategy in the new normal era and find out how to grow a business strategy so that it can continue to survive during the pandemic. This research uses internal and external analysis to determine the condition of the company and find out the source of the FnC Xpress problem. Internal analysis of this study uses STP analysis, mixed marketing and business model canvas to determine the company's internal strengths and weaknesses. The results of the internal analysis show that there are deficiencies in marketing strategies, reach to customers, and adaptive product innovations in the new normal era. In external analysis, the company uses customer analysis, Porter's five forces analysis, and competitor analysis. The results of external analysis show that the high number of competition and changes in consumer behavior in the new normal era have caused a decrease in revenue at FnC Xpress. Recommendations from this research are the addition of new menu innovations in the form of healthy food and frozen food, optimization of social media as a strategy to increase promotional and marketing activities, offline and online company expansion to expand customer reach, and as a response to COVID-19 19 by implementing health protocols in the new normal era. Researchers will develop new products and register food delivery platforms in the first month. In the second month, the company was able to sell new products; improve the company's marketing activities assisted by professional marketing staff; and expand customer reach online after the account registration process is complete. Evaluation of new products will be carried out after 2 months of marketing. Meanwhile, the expansion of offline customer reach using the concept of ghost kitchen outlets and culinary festival outlets can be carried out after the pandemic conditions getting better.