BUSINESS STRATEGY DEVELOPMENT DURING PANDEMIC SITUATION FOR DUA COFFEE

• Main Author: Arif Rahmanto, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65791
• Institution: Institut Teknologi Bandung

Since the Covid-19 virus outbreak that hit globally, it has caused an unfavorable impact on business people, one of which is in the coffee industry, especially coffee shops. In this thesis, the researcher takes as an example a coffee shop located in the Cipete area. Dua Coffee is one of the many coffee shops in the Cipete area that offers a homey and comfortable atmosphere. Sales at Dua Coffee from 2018-2019 are said to be quite good, but in 2020 there was a drastic decrease compared to usual. The impact of the decline in sales had an impact on the Covid-19 virus outbreak that hit globally, as evidenced by the difference in the number of sales from 2018-2019 to 2020. This thesis aims to determine the root cause of the decline in Dua Coffee's sales and the solution strategy to overcome these problems. This research is qualitative by using descriptive methods and data collection based on interviews and literature study. The resource persons in this study consisted of Dua Coffee's internal team, experts from the coffee industry, and Coffee Shop customers. The analysis used in this study uses internal and external analysis with fishbone diagram analysis tools, interrelationship diagrams, Porter's five forces, marketing mix, SWOT, and TOWS matrix. The results of this study indicate that the root cause of the decline in Dua Coffee's sales is a shift in customer preferences from offline to online transactions. This was obtained after analyzing the fishbone diagram and interrelationship diagram which came up with the main cause of the problems faced by Dua Coffee was the shift in customer preferences from offline to online transactions. Determination of the strategy that will be chosen as a recommendation for Dua Coffee is carried out by conducting internal and external analyzes that produce a SWOT. So that we get several strategic choices in the form of the TOWS Matrix. Several strategies were then chosen that could solve the problems faced by Dua Coffee by choosing a strategy based on the main causes of the problems encountered. The creation of a Coffee Shop Hub with a coffee to go scheme is the main strategic choice that must be taken to deal with Dua Coffee's current problems.