Perumusan Strategi Bisnis Sektor Makanan Dan Minuman Pada CV ABC

Ismar, Syaeful (2022) Perumusan Strategi Bisnis Sektor Makanan Dan Minuman Pada CV ABC. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri 4.0 dan penerapan manajemen strategi di Indonesia merupakan kombinasi yang baik bagi perkembangan UMKM. Namun tahun 2020 Indonesia menghadapi pandemi covid-19 dan berdampak pada konsumen dari CV ABC yang berubah kebiasaan rapat tatap muka dan memesan nasi kotak dan minuman kemasan menjadi virtual, sehingga jumlah pemesanan tiap bulan menurun. Dibandingkan dengan 15 pesaing UMKM yang memiliki usaha bidang makanan dan minuman, CV ABC masih memiliki pendapatan dan penjualan paling rendah karena masih termasuk usaha mikro yang masih merintis. Namun kekuatan pada CV ABC adalah telah memiliki administrasi berupa Nomor Induk Berusaha dan berbagai izin lain untuk melakukan usaha secara legal.
Penelitian ini dimulai dengan mengumpulkan berbagai data sekunder dari studi literatur untuk CV ABC, kemudian dari hasil observasi peneliti, muncul problem statement. Selanjutnya peneliti melakukan tahapan perumusan strategi, pada stage 1”input stage”, peneliti menggunakan Business Model Canvas dan Internal External Factor Analysis. Focus Group Discussion dilakukan oleh peneliti kepada empat narasumber dari pihak manajemen CV ABC melalui zoom meeting. Pada stage 2 “matching stage”, peneliti menggunakan metode SPACE Matrix dan IE Matrix. Dari hasil tersebut, maka peneliti dapat menyusun strategi bisnis sektor makanan dan minuman untuk CV ABC dengan metode Blue Ocean Strategy agar dapat meningkatkan kualitas bisnisnya.
Hasil penelitian pada input stage yang menggunakan BMC dan IFE EFE Analisis menunjukkan posisi sektor makanan dan minuman di CV ABC dibanding dengan pesaing secara pendapatan adalah paling rendah. Pada matching stage menggunakan SPACE matrix dan IE matrix, faktor yang berpengaruh pada sumber daya sektor makanan dan minuman di CV ABC adalah kurangnya SDM. Pada decision stage skema ERRC pada Blue Ocean Strategy menunjukkan berbagai strategi lebih banyak pada create, diantaranya menciptakan produk baru dengan kualitas premium, menjalankan penjualan online, menyediakan sistem pembayaran yang beragam, membuat outlet sebagai pusat dari promosi dan membuat SOP kerja.
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Industry 4.0 and the implementation of strategic management in Indonesia were good combination for the development of MSMEs. However, in 2020, Indonesia faced the COVID-19 pandemic and had an impact on consumers from CV ABC who changed their face-to-face meeting habits and ordered food and beverages into virtual, so that the number of orders each month decreased. Compared to another 15 MSME competitors in food and beverage sector, CV ABC still has the lowest revenue and sales because it was still a pioneering micro-enterprise. However, the strength of CV ABC is that it already has administration in the form of a Business Identification Number and various other permits to do business legally.
This study began by collecting secondary data from the literature study for CV ABC, then from the results of the researcher's observations, a problem statement emerged. Furthermore, the researchers carried out the strategy formulation stage, at stage 1 "input stage", researchers used the Business Model Canvas and Internal External Factor Analysis. Focus Group Discussion was conducted by researchers to four persons from the management of CV ABC through a zoom meeting. In stage 2 "matching stage", researchers used the SPACE Matrix and IE Matrix methods. From these results, researchers can develop a business strategy for the food and beverage sector for CV ABC with the Blue Ocean Strategy method in order to improve the quality of its business.
The results of the research on the input stage using BMC and IFE EFE The analysis shows the position of the food and beverage sector in CV ABC compared to competitors in terms of income is the lowest. In the matching stage using the SPACE matrix and the IE matrix, the factor that affects the resources of the food and beverage sector at CV ABC is the lack of human resources. At the decision stage, the ERRC scheme in Blue Ocean Strategy shows more strategies for creating, including creating new products with premium quality, running online sales, providing various payment systems, making outlets as the center of promotions and making work SOPs.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Strategi bisnis, Blue Ocean Strategy, UMKM, Business strategy, MSMEs.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User:	Syaeful Ismar
Date Deposited:	02 Feb 2022 03:54
Last Modified:	31 Oct 2022 04:17
URI:	http://repository.its.ac.id/id/eprint/92640

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