Analisis Strategi Pengembangan Usaha Restoran Padang Sari Ratu Plaza Indonesia

Abstract

Sari Ratu Plaza Indonesia, Padang Restaurant is an Food and Beverages company that serves traditional Indonesian cuisine originated from Minangkabau. This research aimed to identify the internal and external environmental factors that affect the business, to analyze the possible business development strategies and to recommend the key strategy that can be applied by the company to develop the business. This reaserch used Delphy technique, IFE matrix, EFE, IE, SWOT, and QSPM that has revealed the internal and external environmental condition. IE matrix showed that Sari Ratu Plaza Indonesia uses growth strategies, including intensive and integrative strategy. SWOT matrix produced nine different strategies. QSPM exhibited the company's key strategies: market expansion to new areas to leverage sales, increase promotional intensity, product and service quality management, human resource training and development to increase SOP awareness among the employees, motivational training program to maintain the quality of the working relationship among associates, marketing team development, performance evaluation to measure the ability of facing the competitive pressure, and cost control.