| dc.contributor.advisor | Asikin, Zenal | |
| dc.contributor.advisor | Nuraisyah, Ani | |
| dc.contributor.author | Damanik, Siti Safira | |
| dc.date.accessioned | 2023-08-09T14:34:12Z | |
| dc.date.available | 2023-08-09T14:34:12Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/123407 | |
| dc.description.abstract | Bisnis superfood adalah salah satu bisnis yang sedang berkembang sejak tahun 2021. Penelitian ini berfokus di Rumah Kurma Albarakat (RKA), bisnis yang menjual produk superfood dan saat ini mengalami fluktuasi pendapatan akibat ketatnya persaingan. Tujuan penelitian ini adalah mengidentifikasi faktor internal dan eksternal RKA, menganalisis perspektif pelanggan terhadap produk dan merek RKA, serta menyusun dan menentukan alternatif prioritas strategi yang dapat dilakukan oleh RKA. Penelitian ini menggunakan metode observasi, wawancara mendalam, dan kuesioner kepada pemilik, karyawan, pelanggan RKA, dan serta para ahli. Alat analisis yang digunakan adalah matriks internal factor evaluation-external factor evaluation (IFE-EFE), matriks internal-eksternal (IE), strength-weakness-opportunity-threat (SWOT), dan quantitative strategic planning matrix (QSPM) sebagai bagian dari analisis tiga tahap formulasi, serta analisis 7P untuk mendukung perumusan strategi. Hasil penelitian diperoleh dua belas alternatif strategi dengan priortas utama yaitu memperkuat branding melalui kolaborasi dengan bisnis lain atau tokoh berpengaruh dan pengembangan konten di media sosial. Prioritas kedua adalah menghadirkan suasana atau pengalaman berbelanja yang baru bagi pelanggan RKA.
Kata Kunci: analisis tiga tahap formulasi, strategi pengembangan, superfood | id |
| dc.description.abstract | Superfood is one of the growing businesses since 2021. This research focuses on Rumah Kurma Albarakat (RKA), a business that sells superfood products and is currently experiencing fluctuations in revenue due to intense competition. The purpose of this research is to identify RKA's internal and external factors, analyze customer perspectives on RKA’s products and brands, and determine alternative strategic priorities that can be implemented by RKA. This research uses observation, in-depth interviews, and questionnaires to the owner, employees, RKA customers, and experts. The analytical tools used are internal factor evaluation-external factor evaluation (IFE-EFE) matrix, internal-external (IE) matrix, strength-weakness-opportunity-threat (SWOT), and quantitative strategic planning matrix (QSPM) as part of the three-stage formulation analysis as well as 7P analysis to support strategy formulation. The results obtained twelve alternative strategies with the main priority is amplify branding through collaboration with other businesses or influential figures and make content development on social media. The second priority is to present a new shopping atmosphere or experience for RKA customers.
Keywords: development strategy, superfood, three-stage formulation analysis | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Strategi Pengembangan Bisnis Superfood (Studi Kasus Rumah Kurma Albarakat) | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | development strategy | id |
| dc.subject.keyword | superfood | id |
| dc.subject.keyword | three-stage formulation analysis | id |
