Business Development Strategy Business Franchise in the field of fastfood (Case study of a fast food franchise business in the city of Bogor)

Abstract

Business franchising is a business activity in the retail sale of goods with various types, which is very popular and growing rapidly. The system of this kind of business have been designed and easy to be duplicated. However, in practice is not that easy as expected. The objectives of this research are describe consumer perception, describe the development efforts and arrange a bisnis strategic for RFC restaurant. Analysis for consumers perception conducted by important Performance Analysis (IPA), resulting the average value of interest rate 2.39 and the average value of the performance level 2.60. To determine the strengths, weaknesses, opportunities and threats using Internal Factor Evaluation (IFE) method and External Factor Evaluation (EFE) method. The result of internal factors analysis obtained by weighting score was 2,445 meanwhile the score of external factors analysis was 2.506. Internal External (IE) RFC restaurant occupies a position in the cell V, which means that the company is in a position hold and maintain. For overall strategic analysis was operating by matrix SWOT and the findings then was used in designing strategies and programs of works. QSPM was used to determine the best strategic for company development, which recomends to increase promotional activities through social media, distributing flyers and increase sponsorship.