Ardian, Sony (2017) Strategi Pengembangan Usaha Kuliner Mie X, Surabaya Dengan Pendekatan Blue Oceanstrategy (BOS). Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Bisnis kuliner memiliki potensi berkembang yang cukup besar. Surabaya merupakan market place yang banyak dibidik oleh pengusaha-pengusaha domestik maupun mancanegara. Ketatnya persaingan dalam bisnis kuliner menjadi alasan yang kuat dalam menerapkan strategi bisnis yang tepat untuk dapat bertahan dan memenangkan persaingan. Salah satu pendekatan yang bisa digunakan dalam menawarkan strategi bisnis adalah menggunakan Blue Ocean Strategy (BOS). BOS merupakan strategi bisnis yang tepat untuk digunakan dalam menghadapi persaingan tersebut.Bisnis mie dengan konsep pedas menjadi objek pengamatan dalam penelitian ini. Penelitian ini bertujuan untuk membuat perumusan strategi bisnis dengan pendekatan Blue Ocean Strategy (BOS) dan memberikan alternative solution pengembangan usaha kepada manajemen yang sesuai dengan kondisi sosial budaya daerah Surabaya. Hasil penelitian menunjukkan terdapat 2 strategi yang masuk dalam kategori eliminate yaitu menawarkan franchise tanpa biaya royalti dan ada pemisah untuk smoking dan non-smoking area. Untuk kategori reduce terdapat 3 strategi yaitu poster dinding yang bersifat edukasi, doorprize dan foto kontes, serta pengurangan jumlah franchise. Untuk kategori raise terdapat 6 strategi yaitu, peningkatan waktu penyajian, mengefisiensikan penataan meja, menyediakan lapangan kerja bagi warga sekitar, lokasi yang strategis dekat dengan beberapa Perguruan Tinggi, photobooth (pojok selfie) bagi konsumen dan peningkatan konsep rumah makan yang unik.Alternatif solusi pengembangan usaha dapat dilakukan dengan penambahan fasilitas pendukung yaitu wifi dan AC untuk menambah kenyamanan pengunjung, penyediaan guest comment (kotak saran online dan offline)dan membership (ID pengunjung).
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Culinary business development is now growing quite rapidly, Surabaya became one of the target markets of domestic and foreign businessmen in culinary business. The high competition in the culinary business is a powerful reason to apply the right business strategyto be able to survive and win the competition. One of the method that can be used in offering business strategy is the Blue Ocean Strategy (BOS).The blue ocean is taken as a metaphor to represent these industries that may offer greater opportunity or higher profit potential. This is the goal of any blue ocean strategy, to search for and gain uncontested market space instead of engaging in traditional competition. In this study the object of observation used is the spicy noodle business.The purpose of this research is to create a business strategy formulation with BOS and provide an alternative solution for business development to the management in accordance with the socio-cultural conditions of Surabaya.The results showed that there are two strategies that should be eliminated, such strategies is to offer a partnership with no royalty fees and no separation of smoking and non-smoking area.There are three strategies that should be reduced, such as a wall poster reduction education, reduction of door prizes and photo contest, and the reduction in the number of partnerships.There are six strategies that can be improved, namely, an increase in serving time, the efficiency of arrangement of the table, providing employment for local residents, a strategic location close to several universities, photobooth (corner selfie) for consumers and increase the uniqueness of the concept of the restaurant. The alternative solutions business development can be done with the addition of support facilities such as wifi and air conditioning for added comfort of visitors, providing guest comment (suggestion box online and offline) and membership (visitor ID).
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Franchise; Strategi Pengembangan Bisnis Kuliner; Manajemen Strategi dan Blue Ocean Strategy |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis |
| Depositing User: | - SONY ARDIAN |
| Date Deposited: | 18 Apr 2017 02:06 |
| Last Modified: | 08 Mar 2019 07:02 |
| URI: | http://repository.its.ac.id/id/eprint/3721 |
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