STRATEGIC DECISION OF MEDIUM FIRM TO INCREASE SALES WITH BUSINESS INNOVATION IN POPCORN INDUSTRY. (CASE STUDY: PT SUARA MATAHARI TRADING)

• Main Author: kanily, Jaeysen
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83967
• Institution: Institut Teknologi Bandung

The purpose of this study is to find the major cause of decreasing trend in PT Suara Matahari Trading and find the best solution through business model innovation to overcome the problem. PT Suara Matahari Trading is a snack manufacturing and trading company particularly in popcorn industry. The company significantly growing since the launch of their popcorn brand (Karmellow), but the new entrants from big company become the issue of Karmellow’s selling activity. The survey conducted using interview to gain more information. The Open Coding from the transcript is developed to find the Blue Ocean Strategy business innovation for PT Suara Matahari Trading. Quantitative data is conducted through online questionnaire to determine the implementation of Blue Ocean Strategy business innovation for PT Suara Matahari Trading. To overcome the threat of new entries, PT Suara Matahari Trading able to find the entirely new market through Blue Ocean Strategy business innovation. As the quantitative method result, the applicable of Blue Ocean Strategy business innovation in PT Suara Matahari Trading received a positive response from the market and the Blue Ocean Strategy is determined for PT Suara Matahari Trading. To compete with big FMCG manufacturer company, PT Suara Matahari Trading able to use Blue Ocean Strategy business innovation proposed by this research to reach the entirely new market and become the first mover again in this industry. Plastic packaging also become a global concern for sustainability, eliminating plastic use in the new Blue Ocean Strategy business innovation also become a competitive advantage for PT Suara Matahari Trading.