BUSINESS DEVELOPMENT STRATEGIES USING SWOT MATRIX METHOD IN RESTAURANT INDUSTRY IN JAKARTA
The Micro, Small, and Medium Enterprises (MSMEs) operating in the Food and Beverage (F&B) industry play a pivotal role in Indonesia's economic landscape. MSMEs in the F&B industry contributed USD 51.7 billion to Indonesia's GDP in 2019, which is 4.3% of the country's total...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/79985 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The Micro, Small, and Medium Enterprises (MSMEs) operating in the Food and Beverage (F&B)
industry play a pivotal role in Indonesia's economic landscape. MSMEs in the F&B industry
contributed USD 51.7 billion to Indonesia's GDP in 2019, which is 4.3% of the country's total
GDP that year. Presently, the sector faces a multitude of challenges, including supply chain
disruptions, market access limitations, quality control issues, and intensified competition. To
comprehensively assess the current state of the MSMEs in the F&B industry, a thorough SWOT
(Strengths, Weaknesses, Opportunities, Threats) analysis was conducted. This analysis revealed
that while the sector boasts a diverse product portfolio, local expertise, and adaptability, it grapples
with limited resources, quality control challenges, and limited access to finance, among other
weaknesses. Moreover, the analysis uncovered opportunities in export growth, digital
transformation, and government support, while highlighting threats such as market competition,
regulatory hurdles, and economic uncertainty. To address the identified challenges and capitalize
on the potential opportunities, a multifaceted business strategy is proposed. This strategy
emphasizes the development of robust supply chain management protocols, leveraging digital
platforms for enhanced market access, and fostering collaborations with larger F&B enterprises
and distribution networks. Additionally, the strategy advocates for an increased focus on quality
control measures, brand building initiatives, and workforce development programs. Moreover, it
underscores the importance of advocating for government support, streamlining regulatory
compliance, and fostering industry-wide collaborations to ensure the sustainable growth and
competitiveness of the MSMEs in the F&B industry in Indonesia.
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