ANALYTICAL HIERARCHY PROCESS (AHP) ANALYSIS TO SELECTING BEST CITY FOR OPENING OUTLET OF GRILLTO INDONESIA
The culinary business sector is a very popular one; apart from being a cultural identity, the culinary sector also plays a role in the country's economy, being the largest contributor to Indonesia's GDP in the creative industry. The rapid development of business in the culinary sector h...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/72279 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The culinary business sector is a very popular one; apart from being a cultural identity, the
culinary sector also plays a role in the country's economy, being the largest contributor to
Indonesia's GDP in the creative industry. The rapid development of business in the culinary
sector has made business actors continue to innovate, one of which is by taking advantage of
the development and use of technology. Seeing this opportunity, Grillto Indonesia innovated
to open a Cloud Kitchen outlet that only relied on online food delivery (OFD). Based on his
considerations, Grilto Indonesia plans to open outlets in five potential cities, namely Medan,
Pekanbaru, Jakarta, Bandung, and Yogyakarta. This research focuses on analyzing the business
situation using VRIO analysis, Porter's Five Force Analysis, and SWOT analysis, and the main
thing is to determine two priority cities for the launching strategy. The method used in this
study is multi-criteria decision making (MCDM), with the Analytic Hierarchy Process (AHP)
method to determine the criteria in this method based on literature reviews and the Focus Group
Discussion (FGD) method as a determination in pairwise comparisons. The results of the study
show that the city of Pekanbaru and the city of Medan are the two highest in order, with values
of 0.3503 and 0.2332, respectively. Thus, Grillto Indonesia will open its first outlet in the cities
of Pekanbaru and Medan.
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