FRANCHISE POTENTIAL IN FOOD INDUSTRY EXPANSION STRATEGIES IN EAST KALIMANTAN (A CASE STUDY OF WONG SOLO GROUP)

• Main Author: Naufal, Farizan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85915
• Institution: Institut Teknologi Bandung

This thesis explores the strategic expansion opportunities for Wong Solo Group in East Kalimantan in light of the Indonesian capital's relocation. This significant event is poised to reshape the regional economic and demographic landscape, presenting unique challenges and opportunities for the Food and Beverage (F&B) industry. Employing a blend of strategic analysis tools, including SWOT, PESTLE, Porter’s Five Forces, and the VRIO framework, this research assesses Wong Solo’s readiness to capitalize on these changes and suggests strategies for sustainable growth. The study methodically analyzes how the anticipated increase in population and economic activities could benefit Wong Solo, which currently operates several outlets in the region. By examining internal capabilities and external market conditions, the research provides a detailed insight into the potential impacts of the capital relocation on consumer behavior and market dynamics. The findings suggest that Wong Solo can leverage its established brand and operational strengths to navigate the complexities of this new market environment effectively. The thesis contributes to the academic literature on business strategy in emerging markets, offering a case study on adapting corporate strategies in response to significant infrastructural changes. It provides strategic recommendations that could guide Wong Solo and similar businesses looking to expand in dynamic settings.