PROPOSED NEW BUSINESS STRATEGY FOR CAFFO JAKARTA BASED ON CUSTOMER PREFERENCES IN ONLINE FOOD DELIVERY USING ANALYTICAL HIERARCHY PROCESS

• Main Author: Vania, Monica
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63478
• Institution: Institut Teknologi Bandung

Caffo Jakarta is a coffee shop located in Cibubur, East Jakarta, and was established in February 2019. Caffo Jakarta is a coffee shop that serves specialty coffee and homemade recipes to its customers. Caffo Jakarta's products focus on signature drinks, coffee, non-coffee, tea, snacks, and heavy meals. Caffo Jakarta processes these products independently and has a concept as a coffee shop that prioritizes consumers to eat on the spot. Caffo Jakarta's target market is consumers around the location, namely students, employees, bank employees, housewives, and residents who live around the location. The Covid-19 pandemic has hit Indonesia since March 2020, so that it has had a negative impact on Caffo Jakarta, which is a significant decrease in daily income. The implementation of unstable government policies, limited locations, and the increasing number of competitors in nearby locations, so it can be assumed that these are the main causes of the decrease in daily income for Caffo Jakarta. This study explains the business issues faced by Caffo Jakarta and how to overcome them. The main framework of this research uses the design thinking method which consists of empathizing, defining, and ideating stage. The data collection used is by looking at internal views, namely STP, Marketing Mix 4P's, and SWOT Analysis. Meanwhile, to see the external view, PESTEL and Competitor Analysis are used. In the empathize stage, the author conducted interviews with consumers to find out their preferences in ordering food online through the application. In the define stage, the author identifies these preferences using the Analytical Hierarchy Process (AHP) method so as to produce preferences with the highest to lowest numbers. The result of the highest preference becomes the basis for the author to create a new business strategy that focuses on selling food through online applications at the ideate stage. Furthermore, the analysis will produce new strategic business ideas that will be outlined in the Business Model Canvas which is a cloud kitchen business model based on consumer preferences in ordering food through online food delivery applications. Then, the business model will be implemented in the implementation plan.