Perancangan Strategi Dan Model Bisnis Dalam Rangka Meningkatkan Daya Saing Restoran Yamyam Pasca Pandemi COVID-19

Dyantama, Achmad Akmal (2022) Perancangan Strategi Dan Model Bisnis Dalam Rangka Meningkatkan Daya Saing Restoran Yamyam Pasca Pandemi COVID-19. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 02411840000062-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2025. Download (2MB) | Request a copy

Abstract

Sebagian besar UMKM kuliner di Indonesia terdampak pandemi COVID-19. Salah satu usaha kuliner yang terdampak adalah Restoran Yamyam. Adanya berbagai permasalahan selama pandemi dan perubahan perilaku konsumsi masyarakat menuntut restoran untuk menyusun strategi dan model bisnis ulang. Beberapa rumusan masalah pada penelitian ini adalah mengetahui faktor-faktor yang mempengaruhi lingkungan internal dan eksternal, menyusun strategi yang harus dijalankan, dan menyusun rancangan pengembangan model bisnis pasca pandemi COVID-19. Metode yang digunakan dalam pengumpulan data adalah observasi, wawancara, penyebaran kuisioner, dan data sekunder. Pada tahap formulasi strategi, terdapat tiga tahapan yaitu, tahap input, tahap pencocokan, dan tahap keputusan. Matriks IFE dan EFE digunakan pada tahap input untuk menentukan faktor-faktor yang mempengaruhi Restoran Yamyam. Pada tahap pencocokan, digunakan analisis SWOT untuk menghasilkan beberapa alternatif strategi yang sesuai dengan kondisi restoran. Kemudian ditentukan prioritas strategi dengan metode QSPM. Berdasarkan hasil kuisioner dan diintegrasikan dengan strategi yang terpilih, dibuat rancangan model bisnis dengan pendekatan BMC. Ada beberapa faktor yang mempengaruhi restoran meliputi 5 Strengths, 6 Weaknesses, 4 Opportunities, dan 3 Threats. Strategi yang menjadi prioritas pertama untuk dieksekusi adalah memberikan promo. Strategi ini kemudian diintegrasikan dengan hasil kuisioner, untuk dibuat model bisnis dengan pendekatan BMC. Terdapat 7 dari 9 blok penyusun BMC yang mengalami pengembangan yaitu, customer segment, value proposition, channel, customer relationship, key resource, key activities, dan cost structure. Pengembangan pada blok customer segment meliputi perempuan berumur 18-25 tahun, pegawai swasta, dan masyarakat dengan pendapatan 1-2 juta. Pada blok customer relationship, promo bersyarat word of mouth dan promo aplikasi. Pada blok channel, word of mouth dan aplikasi pengantaran makanan. Pada blok value proposition, pelayanan yang cepat, variasi sambal dan saus, dan pilihan menu yang variatif. Pada key activities, inovasi produk dan pemantauan stok ayam matang. Pada key resources, tim pemasaran dan riset dan pengembangan. Pada cost structure, beban gaji tim pemasaran dan riset dan pengembangan
============================================================================================================================
Most of the culinary MSMEs in Indonesia have been affected by the COVID-19 pandemic. One of the affected culinary businesses is Yamyam Restaurant. The existence of various problems during the pandemic and changes in people's consumption behavior require restaurants to develop strategies and re-business models. Some of the problem formulations in this research are knowing the factors that affect the internal and external environment, formulating strategies that must be carried out, and preparing business model development plans after the COVID-19 pandemic. The methods used in data collection are observation, interviews, questionnaires, and secondary data. At the strategy formulation stage, there are three stages, namely, the input stage, the matching stage, and the decision stage. IFE and EFE matrices are used at the input stage to determine the factors that affect Yamyam Restaurant. At the matching stage, a SWOT analysis is used to generate several alternative strategies that are suitable for restaurant conditions. Then the strategic priority is determined using the QSPM method. Based on the results of the questionnaire and integrated with the chosen strategy, a business model design with the BMC approach was made. There are several factors that affect restaurants including 5 Strengths, 6 Weaknesses, 4 Opportunities, and 3 Threats. The strategy that becomes the first priority to be executed is to provide promos. This strategy is then integrated with the results of the questionnaire, to create a business model using the BMC approach. There are 7 of the 9 building blocks of BMC that are undergoing development, namely, customer segment, value proposition, channel, customer relationship, key resources, key activities, and cost structure. Developments in the customer segment block include women aged 18-25 years, private employees, and the public with an income of 1-2 million. In the customer relationship block, word of mouth conditional promos and application promos. In channel blocks, word of mouth and food delivery applications. In the value proposition block, fast service, variations of chili sauce and sauce, and varied menu choices. In key activities, product innovation and monitoring of cooked chicken stock. In key resources, marketing and research and development teams. In the cost structure, the costs of the marketing and research and development team salaries

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Business Model Canvas (BMC), Matriks Internal Factor Evaluation (IFE) dan External Factor Evaluation (EFE), Quantitative Strategic Planning Matrix (QSPM), Restoran, Strength-Weakness-Opportunity-Threat (SWOT), Business Model Canvas (BMC), Internal Factor Evaluation (IFE) dan External Factor Evaluation (EFE) Matrix, Quantitative Strategic Planning Matrix (QSPM), Restaurant, Strength-Weakness-Opportunity-Threat (SWOT)
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 Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Achmad Akmal Dyantama
Date Deposited:	10 Feb 2023 09:31
Last Modified:	10 Feb 2023 09:31
URI:	http://repository.its.ac.id/id/eprint/96485

Actions (login required)

View Item