SELECTION OF NEW LOCATION TO OPEN A NEW BRANCH OF RM BUNUT SARI IN GREATER BANDUNG

• Main Author: Ramadhan Prawira, Ichsan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79915
• Institution: Institut Teknologi Bandung

The Indonesian restaurant industry is experiencing rapid growth due to changing lifestyles, increased mobility, and a strong economy. West Java, particularly Bandung, presents an attractive expansion opportunity for established restaurants like RM Bunut Sari. With its large population and evolving food consumption patterns, Bandung offers significant potential for growth. However, expansion is not without its challenges. Intense competition, complex bureaucratic procedures, and high rental costs can make choosing the right location difficult. Therefore, careful analysis and data-driven decision-making are crucial for success. RM Bunut Sari, a renowned Sundanese restaurant with over 30 years of success in Bogor, aims to open a third branch in Greater Bandung. Bandung's status as a hub for Sundanese cuisine and its recognition for traditional food tourism by the Taste Atlas Awards 2021 make it an ideal location. To identify the optimal location, RM Bunut Sari will consider stakeholder input focusing on proximity to government or private offices, established dining venues, adequate parking, and accessibility for both internal operations and customers. Property prices and governmental regulations are of secondary concern, as the restaurant intends to lease properties for cost-efficiency and flexibility. The study proposes using the AHP method and also other method such as value chain analysis, porter’s five forces analysis, SWOT, and also TOWS matrix to guide the decision-making process. AHP method prioritizes criteria based on their importance to RM Bunut Sari's objectives, such as increased revenue and profitability. By incorporating stakeholder insights and AHP analysis, RM Bunut Sari can navigate the complexities of location selection and ensure the success of their third branch expansion. By utilizing a comprehensive framework that integrates stakeholder considerations, data analysis, and the AHP method, RM Bunut Sari can increase its chances of success in the dynamic and competitive restaurant industry of West Java. This research aims to provide valuable insights and recommendations to guide RM Bunut Sari's expansion journey and ensure the establishment of a thriving third branch in Greater Bandung.