| dc.contributor.advisor | Hartoyo, Hartoyo | |
| dc.contributor.advisor | Nuraisyah, Ani | |
| dc.contributor.author | Fadhillatulkhaira | |
| dc.date.accessioned | 2023-10-29T23:27:20Z | |
| dc.date.available | 2023-10-29T23:27:20Z | |
| dc.date.issued | 2023-08-24 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/129105 | |
| dc.description.abstract | Tom Burger Group merupakan salah satu perusahaan franchise yang bergerak di industri makanan dan minuman Indonesia. Pandemi Covid-19 menyebabkan terjadinya penurunan jumlah mitra Tom Burger Group menyebabkan turunnya omzet perusahaan. Tujuan penelitian ini adalah untuk mengidentifikasi faktor internal dan eksternal, menentukan alternatif strategi yang tepat berdasarkan kondisi perusahaan dan merumuskan rekomendasi prioritas strategi pengembangan Tom Burger Group. Metode yang digunakan dalam penelitian ini adalah Porter’s Five Forces, analisis PEST, paired comparison, matriks IFE, EFE, IE, SWOT dan QSPM. Hasil analisis menunjukkan bahwa kondisi internal perusahaan baik, perusahaan juga memberikan respon baik terhadap peluang dan ancaman eksternal. Matriks SWOT menghasilkan delapan alternatif strategi yang disintesis menjadi enam strategi. Rekomendasi prioritas strategi secara berurutan berdasarkan QSPM berupa strategi memperbaiki sistem manajemen franchise, melakukan pengembangan dan inovasi produk, merancang kegiatan promosi, memindahkan pabrik ke daerah yang lebih strategis di Kota Payakumbuh, mengoptimalkan produksi dengan memanfaatkan penggunaan teknologi, dan meningkatkan kualitas SDM. | id |
| dc.description.abstract | Tom Burger Group is one of few franchising company in Indonesian’s food and beverage industry. Covid-19 has caused a decrease in numbers of Tom Burger Group partners which caused a decrease in the company's sales turnover. The purpose of this research is to identify the internal and external factors and formulate the right alternative strategies based on the company's conditions. The method used in this research is Porter's Five Forces, PEST, paired comparison, IFE, EFE, IE, SWOT and QSPM matrices. The results of the analysis show that the company's internal conditions are good, company also made moderate responds to external opportunities and threats. The SWOT matrix produces eight alternative strategies which are synthesized into six strategies with priority recommendations based on the QSPM are improve the franchise management system, carry out product development and innovation, design promotional activities, move the factory to strategic area in Payakumbuh, optimize production by leveraging the use of technology, and improving the quality of human resources. | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Perumusan Strategi Bisnis Franchise Tom Burger Group di Sumatera Barat | id |
| dc.title.alternative | Tom Burger Group Franchise Business Strategy Formulation in West Sumatra | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | franchise | id |
| dc.subject.keyword | PEST | id |
| dc.subject.keyword | Porter’s Five Forces | id |
| dc.subject.keyword | QSPM, Strategy | id |
| dc.subject.keyword | SWOT | id |
