PROPOSED BUSINESS STRATEGY FOR REST AREA AL-MAHDIYYIIN
Al-Mahdiyyiin rest area is a family business managed by a family foundation. The AlMahdiyyiin rest area has several facilities like rest areas in general. Apart from that, the Al Mahdiyyiin rest area also has facilities such as accommodation and a multipurpose building. The man...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/84119 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Al-Mahdiyyiin rest area is a family business managed by a family foundation. The AlMahdiyyiin
rest
area
has
several
facilities
like
rest
areas
in
general.
Apart
from
that,
the
Al Mahdiyyiin rest area also has facilities such as accommodation and a multipurpose
building.
The
many
facilities
owned
by
Al-Mahdiyyin
make
it
an
advantage
for
Al-Mahdiyyiin, the advantage can be in the form of diversification of revenue
streams.
The problem that arises with Al-Mahdiyyin is that Al-mahyiddin's business strategy is
not well mapped out, so that the existing facilities have not been maximized properly.
Apart from that, the existence of the Al-Mahdiyyiin rest area which is quite strategic
on the connecting crossing route is not well known to the public, both those who often
cross this route and those who do not, causing Al-Madiyyiin to not be able to optimize
its income.
Determining the right new business strategy for Al-Mahdiyyiin requires both external
and internal analysis that can be used as a basis that can lead to an objective. VRIO is
used in this research to evaluate Al-Mahdiyyiin's internal resources and capabilities, so
that it can help identify competitive advantages and make better strategic decisions.
After knowing the internal conditions, PESTEL analysis is used to understand external
factors that cannot be controlled by the company, but can influence Al-Mahdiyyiin's
internal strategy. From these two analyzes it was determined that Al-Mahdiyyin's main
problem was the lack of a good business strategy in running a rest area business. In
looking for the right strategy, SWOT and TOWS analysis to help the Company
determine an effective business strategy. By understanding the factors in this analysis,
Al-Mahdiyyiin can make the right decisions, allocate resources optimally, and increase
their chances of achieving long-term success. The analyzes carried out gave birth to a
differentiation strategy that can optimize Al-Mahdiyyin's resources, such as procuring
new facilities and tenants, improving service quality and redesigning the layout of the
Al-Mahdiyyin rest area.
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