BUSINESS MODEL INNOVATION FOR INSTANT KOREAN FOOD INDUSTRY: A CASE STUDY OF PT INSPIRASI CITARASA MAKMUR (KOREAKEUN)
Koreakeun is one of the MSME‘s engaged in the food sector by providing Korean instant food. Founded during the Covid-19 pandemic made the government issue a PSBB policy and made people carry put their activities at home. Sales declined when the PSBB rules began loosen, and people were more daring...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/70193 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Koreakeun is one of the MSME‘s engaged in the food sector by providing Korean instant food.
Founded during the Covid-19 pandemic made the government issue a PSBB policy and made
people carry put their activities at home. Sales declined when the PSBB rules began loosen, and
people were more daring to move outside home. Besides that, there were more new competitors,
and their prices were lower than Koreakeun.
The research uses the company‘s internal and external analyses to find changes that occur in the
Korean instant food industry. External analysis is conducted using business model environment
analysis consist of four factors: market forces, industry forces, key trends, and macroeconomic
forces. By analyzing this external situation, strength, weakness, opportunities, and threats are
found in every business block of company‘s canvas model.
Business model development opportunities can be created with the Blue Ocean Strategy using
ERRC Grid. The results of the analysis show that there is a development on a new value value
proposition element, by creating a healthy food and have a long shelf life. The development on
new customer segments elements, create new segment namely housewife and employee.
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