STRATEGIC RETAIL BUSINESS DEVELOPMENT ON IMPORTED FROZEN MEAT AT PT. HIJRAH GIZI HEWANI

• Main Author: Rizki Afiati, Amirah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80893
• Institution: Institut Teknologi Bandung

Indonesia, with its population of 270 million citizens, has a demand for at least 600,000 tons of beef, while local supplies can only afford up to 400,000 tons of beef per year. Due to this supply deficit, imported meat plays a crucial role in filling this gap. Given this situation, it presents an opportunity for companies to cater to a large market. However, this study addresses the challenges faced by Hijrahfood, a retail business brand under PT. Hijrah Gizi Hewani, which sells imported frozen meat at retail, such as volatility in sales and imbalanced sales between online and offline stores. To overcome these challenges, this study analyzes external and internal factors to formulate a business strategy for sustainable development. For external analysis, several approaches such as PESTLE analysis, Porter's Five Forces, Competitor Analysis, and Customer Analysis are utilized. Internally, the study employs the VRIO framework, Porter's Value Chain, Competency and Capability Analysis, and Marketing Mix. To generate the strategy, the study uses the TOWS matrix and proposes a final result using the Business Model Canvas. Based on the findings, several strategies need to be implemented to strengthen the omni-channel presence and expand the distribution channel. Despite having a strong online presence, the study recommends establishing a robust physical presence, as each offline store currently serves as a branch of its online counterpart. Since offline and online stores heavily rely on each other, increasing the number of offline stores can effectively cater to a wider customer base. The proposed business model targets affluent women aged 20s to above 40, aiming to enhance value and customer experience through the right product variation and innovation, expanded distribution, product availability, and excellent customer service.