Rakhmaddian, Nicko Nur (2020) PENGEMBANGAN MODEL BISNIS BATU FLOWER GARDEN DENGAN TRIPLE LAYER BUSINESS MODEL CANVAS DAN SUN TZU THE ART OF WAR. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Batu Flower Garden adalah objek wisata yang terletak di Desa Oro-Oro Ombo, Kota Batu. Batu Flower Garden menawarkan konsep wisata swafoto dengan spot-spot foto berupa taman bunga dan pemandangan Kota Batu dari ketinggian. Adanya perubahan eksternal perusahaan seperti banyaknya objek wisata lain atau para pesaing yang memiliki kemiripan dengan wahana dari Batu Flower Garden (BFG), membuat BFG membuat strategi pemasaran baru. Strategi pemasaran yang akan digunakan berdasarkan Sun Tzu The Art of War karena metodelogi ini difokuskan untuk persaingan ketat dan dinamis yang bertujuan untuk memenangkan persaingan. Batu Flower Garden juga harus membuat inovasi baru yang berkelanjutan dalam pengembangan bisnis melalui Triple Layer Business Model Canvas (TLBMC). TLBMC dipilih karena bisnis model ini dapat membantu perusahaan dalam membuat suatu inovasi yang dibuat bersifat berkelanjutan. Strategi pemasaran yang paling sesuai dengan keadaan objek wisata Batu Flower Garden adalah strategi yang bersifat agresif. Pengembangan strategi bersifat agresif dari ke 36 stratagem Sun Tzu yang terpilih adalah take the opportunity to pilfer a goat. Stratagem take the opportunity to pilfer a goat adalah membuat siasat yang fleksibel sehingga dapat menangkap peluang sebanyak-banyaknya. Rekomendasi TLBC yang sesuai bagi BFG perbaikan atau penambahan fitur dibeberapa blok pada layer ekonomi, layer lingkungan dan layer sosial. Pada layer ekonomi perbaikan atau peningkatan pada blok activities, value proportions, partners, resource, Channels, customer segmentt, dan cost structure. Pada layer lingkungan ada satu blok yang terjadi peningkatan atau perbaikan yaitu blok supplies and outsourcing. Pada layer sosial ada tiga blok yang terjadi peningkatan atau perbaikan yaitu blok employees, sosial value, dan blok scale of outreach.
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Batu Flower Garden is a tourist attraction located in the village of Oro-Oro Ombo, Batu City. Batu Flower Garden offers a travel concept Selfie with spot-spot pictures as a flower garden and a view of Batu elevation. The existence of external changes in the company such as the number of other attractions or competitors that have similarities with the vehicle of the Batu Flower Garden (BFG), making BFG create a new marketing strategy. The marketing strategy that will be used is based on Sun Tzu's Art of War because this methodology is focused on fierce and dynamic competition which aims to win the competition. Batu Flower Garden must also make new innovations that are sustainable in business development through the Triple Layer Business Model Canvas (TLBMC). TLBMC was chosen because this business model can assist companies in making an innovation that is made to be sustainable. The marketing strategy that best suits the state of Batu Flower Garden attractions is an aggressive strategy. Strategy development is aggressive from the 36 stratagems Sun Tzu Selected is taking the opportunity to pilfer a goat. Stratagem takes the opportunity to choose a goat is to make a flexible strategy so that it can catch as many opportunities as possible. TLBC recommendations that are appropriate for BFG are improvements or additions to the features of the bloks at the economic, Environmenttal, and social layers. At the economic layer, improvements or increases in the blok activities, value proportions, partners, resources, Channels, customer segmentts and cost structure. At the Environmentt layer, there are one bloks that increase or improve, namely the supply and outsourcing blok and the blok distribution. In the social layer, there are three bloks that increase or improve, namely blok employees', social value, and blok scale of outreach.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Sun Tzu The Art of War, Triple Layer Business Model Canvas, Batu Flower Garden, dan Strategi Pemasaran |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HD Industries. Land use. Labor > HD7526 Model communities. Model industrial |
| Divisions: | Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26101-(S2) Master Thesis |
| Depositing User: | Nicko Nur Rakhmaddian |
| Date Deposited: | 01 Sep 2020 08:07 |
| Last Modified: | 08 Jan 2024 02:55 |
| URI: | http://repository.its.ac.id/id/eprint/81701 |
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