Diandra Chrisandy, Fella (2022) Perumusan Inovasi Model Bisnis Restoran Ayam Geprek XYZ. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Industri kuliner di Indonesia dewasa ini sangat berkembang pesat. Ayam geprek merupakan salah satu jenis makanan yang sangat diminati dan populer di pasaran. Dengan melihat peluang tersebut, Restoran Ayam Geprek XYZ didirikan sebagai salah satu restoran pelopor yang bercita rasa khas dengan harga terjangkau. Namun saat ini perusahaan dihadapkan pada perubahan kondisi lingkungan bisnis yang begitu cepat. Perlambatan ekonomi global akibat pandemi covid-19 yang masih sedang terjadi dan masuk nusantara pada bulan maret 2020 menyebabkan drastisnya penurunan omzet hampir pada seluruh sektor bisnis di Indonesia. Selain itu persaingan restoran pada lini bisnis yang sama baik untuk pendatang baru maupun eksisting juga berdampak pada menurunnya pangsa pasar Restoran Ayam Geprek XYZ secara signifikan. Penelitian ini bertujuan untuk merumuskan inovasi model bisnis yang di mana Restoran Ayam Geprek XYZ sendiri belum memilikinya, yaitu dengan menerapkan pendekatan penelitian mix method secara kualitatif melalui Business Model Canvas dan secara kuantitatif melalui Matriks Internal-Eksternal sebagai upaya integrasi model bisnis yang memungkinkan keberhasilan pengoperasian restoran berkelanjutan. Sedangkan keterbaruan penelitian terletak pada rekomendasi model bisnis baru berbasis BMC dan self service technology sebagai inovasi perusahaan di masa pandemi. Metodologi yang digunakan adalah analisis deskriptif dengan teknik wawancara (indepth interview) dan observasi aktivitas bisnis. Posisi strategik restoran berdasarkan analisis Internal External (IE) Matrix berada pada koordinat (X; Y) 2.73; 3.22 di area sel II yaitu Growth and Build, maka strategi bisnis yang paling tepat untuk dipilih dan dikembangkan adalah strategi intensif yang meliputi product development, market penetration, dan market development. Dengan demikian, setidaknya ada jalan dimana perusahaan bisa menuju profitabilitas namun dibarengi oleh capaian unit ekonomi yang sehat. Restoran harus memperbanyak sumber aliran penerimaan dan dapat menyeimbangkan fokus antara pertumbuhan dan strategi yang tepat.
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Culinary industry in Indonesia nowadays growing rapidly. Ayam geprek is one kind of food which is very popular on the markets. By looking at those opportunities, Ayam Geprek XYZ was established as one of the pioneer restaurant with distinctive taste at affordable price. However, the company is curently facing a rapidly changing business environment condition. The global economic slowdown due to the ongoing covid-19 pandemic, which entered this country in March 2020, has caused a drastic decline in turnover for almost all business sectors in Indonesia. On the other hand, the competition of restaurants on the same business line, wether newbie or existing ones, also has a significant impact on the decreasing market share of XYZ Geprek Chicken Restaurant. This research intend to formulate a business model innovation for Ayam Geprek XYZ Restaurant, by applying a mix method research with a qualitatively approach through the Business Model Canvas and quantitatively through the Internal-External Matrix as an effort to integrate a business model that enables successful operations of sustainable restaurant. While the newness of the research lies on the recommendation of new BMC-based and self service technology business models as company innovations during the pandemic. This study methodology is using descriptive analysis with in-depth interview techniques and observation of the business activities. The strategic position of the restaurant based on Internal External (IE) Matrix analysis is at coordinates (X; Y) 2.73; 3.22 in the cell II area, namely Growth and Build. Therefore, the most appropriate business strategy is intensive strategy which consist product and market development as well as market penetration. Thus, at least there is a path where the company can achieve profitability, but supported by the achievement of a healthy economic unit. Restaurant must multiply the source of revenue streams and be able to balance the focus between growth and the proper strategy.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | model bisnis, inovasi model bisnis, Business Model Canvas, business model, business model innovation |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis. 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: | Fella Diandra Chrisandy |
| Date Deposited: | 14 Feb 2022 06:17 |
| Last Modified: | 13 Sep 2024 08:57 |
| URI: | http://repository.its.ac.id/id/eprint/94021 |
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