PROPOSED STRATEGY FORMULATION FOR PT RASA TERBAIK IN RESPONSE TO MARKET CHANGES

• Main Author: Oktaviana, Helena
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75915
• Institution: Institut Teknologi Bandung

This Final Project is made to find out the sequence of processes in compiling company strategy to get what strategy can be done by the company in responding to the company's external and internal conditions. Preparation of strategic planning is very important to direct the company to be more focused on achieving the goals to be achieved. Implementing this strategic planning will also bring the company to a much better state, closer to the Vision and Mission to be achieved. The cafe and restaurant industry has been hit hard during the Covid-19 pandemic. Now, after the number of Covid-19 cases has begun to decline, the sense of optimism about the rise of the cafe and restaurant industry is increasing again. PT Rasa Terbaik is an authentic Indonesian coffee shop founded in 1991 by one of the market leaders in the Indonesian coffee industry. In responding to market changes and uncontrollable external situations, it is necessary to formulate a strategy through a strategic planning process by looking at developing trends and situations. This project aims to formulate the right strategy formulation process for PT Rasa Terbaik by looking at the changes that occur externally and the capabilities that exist within the company. This final project's primary data will focus on a qualitative data collection process using an in-depth interview. The interview process will be conducted using a semi-structured interview questionnaire to the top management of PT Rasa Terbaik. Key internal and external factors were obtained through Internal analysis (VRIN analysis) and External analysis (PESTEL and Porter's Five Forces analysis), which will be further analyzed using SWOT analysis and the TOWS matrix. By using the TOWS Matrix, PT Rasa Terbaik's proposed strategy is to increase the development of stand-alone cafes, develop unique and modern business concepts that can go viral on social media, develop healthy menus, increase internal collaboration, align the strategy formulation process, monitor the execution of corporate strategies, develop processes agile business, Developing monitoring strategies by implementing good teamwork at outlets, Strengthening cash flow management, Increasing Customer Satisfaction, Developing cafes with outdoor themes, Improving internal control, and Developing corporate communications (internal & external). Developing a clear company strategy is a good impact that can benefit PT Rasa Terbaik by applying a systematic strategic management method (strategy formulation) so that everyone knows how to contribute to successfully implementing this strategy because all top management creates it together.