BUSINESS STRATEGY IN MARKET DEVELOPMENT OF COOKIES COMPANY (CASE STUDY: MINI COOKIES BY INA COOKIES)
PT Favori Corp. Sedaya is a company located in Bandung, West Java, the largest producer of homemade cookies in Indonesia with a well-known brand, Ina Cookies. The company has been established for more than 30 years, making Favori Corp Sedaya the leader of the homemade cookies industry in Indonesia....
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/65117 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | PT Favori Corp. Sedaya is a company located in Bandung, West Java, the largest producer of homemade cookies in Indonesia with a well-known brand, Ina Cookies. The company has been established for more than 30 years, making Favori Corp Sedaya the leader of the homemade cookies industry in Indonesia.
According to the annual report from 2019 to 2020, more than 40% of the company's annual revenue comes from Ramadan and the month of Eid al-Fitr. The company wants to increase sales outside of Ramadan and Eid al-Fitr, thus creating a new brand, Mini Cookies by Ina Cookies. However, at this time, the company's product sales depend on distributors. Distributors have the habit of selling only during the Eid season. This also applies to Mini Cookies by Ina Cookies. Thus, this research was conducted to find the appropriate business strategy to increase sales outside the Eid season for Mini Cookies by Ina Cookies.
This study uses the 4P Marketing Mix, VRIO Framework, and Business Model Canvas to determine the company's internal business environment, using PEST and Porter's Five Forces to determine the company's external business environment. Then summaries into
SWOT and business formulation is carried out using three stages, namely The Input Stage (Stage 1) consisting of Internal Factor Evaluation (IFE) Matrix and External Factor Evaluation (EFE) matrix, The Matching Stage (Stage 2) consisting of SWOT Matrix and Internal-External (IE) Matrix. The Decision Stage (Stage 3) consists of the Quantitative Strategic Planning Matrix (QSPM).
The Matching Stage Internal Factor Evaluation (IFE) Matrix results, the position of Mini Cookies by Ina Cookies is in cell 2, meaning a grow and build strategy consisting of an intensive strategy and an integrative strategy. However, according to the discussion results and in-depth interview strategy was chosen to enter the decision stage is an intensive strategy (market penetration, product development, market development). Then the result of The Decision Stage Quantitative Strategic Planning Matrix (QSPM) is that the apprpriate business strategy for Mini Cookies by Ina Cookies is market development.
The chosen market development strategy is to create a new customer segment and a new reseller system specifically for Mini Cookies by Ina Cookies. It is expected to increase sales outside Ramadan and Eid El-Fitr.
|
|---|