STRATEGI BISNIS WAROENG STEAK AND SHAKE CABANG KEDATON DI BANDAR LAMPUNG

EKSA ARYSTA, 1311011053 (2018) STRATEGI BISNIS WAROENG STEAK AND SHAKE CABANG KEDATON DI BANDAR LAMPUNG. UNIVERSITAS LAMPUNG, FAKULTAS EKONOMI DAN BISNIS.

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Abstrak

Tingginya persaingan dalam usaha restoran steak yang ada di Kota Bandar Lampung memberikan dampak bagi manajemen Waroeng Steak and Shake sehingga pendapatan yang diterima mengalami fluktuasi setiap bulannya, hal ini membuat peneliti bertujuan untuk mengetahui alternatif strategi apa yang sesuai dengan Waroeng Steak and Shake dan strategi manakah yang menjadi prioritas bagi Waroeng Steak and Shake. Penelitian ini menggunakan metode analisis deskriptif dan tahapan formulasi-formulasi strategi, yaitu matriks EFE dan IFE, matriks IE, matriks SWOT, dan QSPM. Hasil penelitian ini menunjukan bahwa faktor internal terdapat 14 kekuatan dan 5 kelemahan, dan faktor eksternal terdapat 7 peluang dan 8 ancaman. Hasil matriks IE menunjukan bahwa Waroeng Steak and Shake berada pada posisi Grow and Build dengan strategi utamanya yaitu strategi intensif dan strategi integratif. Berdasarkan analisis matriks SWOT maka dihasilkan 4 strategi. Strategi prioritas berdasarkan hasil QSPM yaitu menciptakan delivery order, memaksimalkan penggunaan media sosial, memperluas pasar, mengadakan event di dalam restoran untuk menarik minat konsumen dan memberikan reward kepada karyawan terbaik. Kata kunci: Strategi Bisnis , Faktor Internal, Faktor Eksternal, Matriks IFE, Matriks EFE, Matriks IE, Matriks SWOT, Matriks QSPM, Waroeng Steak and Shake abstract The high competition in the steak restaurant business in the city of Bandar Lampung offers an impact on the management of Waroeng Steak and Shake so that the income received fluctuates every month, this makes the researchers aim to find out what alternative strategies are in line with Waroeng Steak and Shake and which strategy become a priority for Waroeng Steak and Shake. This research uses descriptive analysis method and stages of strategy formulations, EFE matrix and IFE matrix, IE matrix and SWOT matrix, and QSPM. The results of this study indicate that there are 14 internal factors and 5 weaknesses, and there are 7 external factors and 8 threats. The result of IE matrix shows that Waroeng Steak and Shake is in the position of grow and build with its main strategy of intensive strategy and integrative strategy. Based on the SWOT matrix analysis, 4 strategies are produced. Priority strategies based on QSPM results are creating delivery orders, maximizing the use of social media, expanding markets, holding events inside restaurants to attract consumers and giving rewards to the best employees. Keywords: Business Strategy, Internal Factor, External Factor, IFE Matrix, EFE Matrix, IE Matrix, SWOT Matrix, QSPM Matrix, Waroeng Steak and Shake

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HB Economic Theory
H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Program Studi: Fakultas Ekonomi dan Bisnis > Prodi Manajemen
Depositing User: 201837428 . Digilib
Date Deposited: 08 Oct 2018 08:12
Last Modified: 08 Oct 2018 08:12
URI: http://digilib.unila.ac.id/id/eprint/33534

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