RAHMATIKA, GHINA (2022) STRATEGI PENGEMBANGAN USAHA KULACHINO COFFEE DENGAN METODE ANALYTICAL HIERARCHY PROCESS (AHP) DAN BLUE OCEAN STRATEGY. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Kulachino Coffee merupakan usaha dagang yang bergerak di bidang makanan dan minuman dengan produk utama yaitu coffee latte dan manual brew. Dengan semakin maraknya usaha sejenis yang terus bermunculan, maka persaingan pun semakin ketat. Kulachino Coffee mengalami penurunan penjualan hingga 47% pada tahun 2020. Oleh karena itu, Kulachino Coffee harus menerapkan strategi baru yang mampu memberi nilai lebih dengan biaya seminimal mungkin. Berdasarkan hal tersebut, penelitian ini bertujuan untuk menentukan dan menganalisis posisi Kulachino Coffee pada Matriks EFAS dan IFAS dalam menentukan strategi yang tepat, memberikan usulan strategi yang diprioritaskan dengan metode Analytical Hierarchy Process (AHP), dan memberikan usulan strategi untuk meningkatkan volume penjualan dengan pendekatan Blue Ocean Strategy yaitu Kerangka Kerja Empat Langkah. Hasil penelitian menunjukan Kulachino Coffee berada pada posisi Kuadran III yaitu Turnaround, yang berarti perlu dilakukan perubahan strategi baru. Berdasarkan hasil AHP, didapatkan alternatif strategi yang diprioritaskan yaitu Memanfaatkan Teknologi (Internet) untuk Pemasaran dengan bobot 0,451. Pendekatan Blue Ocean Strategy didapatkan hasil yaitu mengurangi jumlah persediaan bahan baku untuk produk yang sudah jarang dibeli customer, meningkatkan konsep bisnis, presentasi produk, kenyamanan tempat, varian produk, serta menciptakan tabel roda rasa kopi, membuat fasilitas workspace, dan memanfaatkan teknologi internet untuk pemasaran. Kata Kunci: Strategi Pengembangan Usaha, Blue Ocean Strategy, AHP http://digilib.mercubuana.ac.id/ v ABSTRACT Kulachino Coffee is a trading business engaged in the food and beverage sector (FnB), with the main products being coffee latte and manual brew. With the increasing number of similar businesses that keep popping up, the competition is getting tougher. Kulachino Coffee experienced a sales decline of up to 47% in 2020. Therefore, Kulachino Coffee must implement a new strategy that can provide more value with minimal costs. Therefore, this study aims to determine and analyze the position of Kulachino Coffee on the EFAS and IFAS Matrix in determining the right strategy, provide strategic proposals that are prioritized using the Analytical Hierarchy Process (AHP) method, and provide suggestions based on strategies to increase sales volume with the Blue Ocean Strategy Approach, Four Actions Framework. The results showed that Kulachino Coffee was in a Quadrant III position, namely Turnaround, which meant that a new strategy was needed to change. Based on the results of the AHP, an alternative strategy is prioritized, namely Technology (Internet) for Marketing with a total weight of 0.451. The Blue Ocean Strategy approach got results, reducing the amount of raw material inventory for products that customers rarely bought, improving business concepts, product presentation, place comfort, product variants, and creating coffee-flavored wheel, creating workspace facilities, and utilizing internet technology for marketing. Keywords: Business Development Strategy, Blue Ocean Strategy, AHP
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FT/IND 22 033 |
| NIM/NIDN Creators: | 41618210016 |
| Uncontrolled Keywords: | Keywords: Business Development Strategy, Blue Ocean Strategy, AHP |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 322 Relation of The State of Organized Groups/Hubungan Negara dengan Kelompok Sosial yang Terorganisir > 322.3 Business and Industry/Bisnis dan Industri |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 06 Oct 2022 03:46 |
| Last Modified: | 06 Oct 2022 03:46 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/69972 |
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