BUSINESS DEVELOPMENT STRATEGIES USING SWOT MATRIX METHOD IN RESTAURANT INDUSTRY IN JAKARTA

• Main Author: Rasyidah Siradj, Thasya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79985
• Institution: Institut Teknologi Bandung

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.