BUSINESS DEVELOPMENT STRATEGY TO DEVELOP AND SUSTAIN SMALL FAMILY BUSINESS (CASE STUDY : HUANGHUN BIRD’S NEST)

• Main Author: Setiawan, Eunike
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63623
• Institution: Institut Teknologi Bandung

Huanghun Bird's Nest is a family business that sells small-scale raw bird's nest (SME) which has been operating for 20 years in Banyuwangi. The development and growth of the Huanghun Bird's Nest is considered very slow, so the second generation started to develop the Huanghun Bird's Nest by producing finished swallow's nest products that can be directly consumed. This requires a special strategy that is suitable for a family business so that this business can successfully develop and survive. In Indonesia alone 99% of family businesses are still classified as SMEs and have not gone public. Hence the main objective of this study is to identify strategies to develop a small family business and make it sustainable. The mixed method was chosen for this study to carry out an interpretive analysis of the subject. The collected data is used to explore internal and external environment analysis. The formulation stage is using internal and external analysis which then forms a S.W.O.T and then using a T.O.W.S analysis matrix to produce a business strategy that is recommended to be implemented by the company so that this small family business can develop and be sustainable. In addition, the Ansoff Matrix was also carried out to find out what strategies will be used to develop this business. There are also guidelines and suggestions given from the interpretation of the results to win the sustainable advantage of Huanghun Bird's Nest. The results also provide a good basis for future research in developing and maintaining a small family business. The output of this research is to create a business development strategy along with future plans that can help Huanghun Bird's Nest continue to survive and develop.