YUNI ASTUT, IKA (2024) STRATEGI PENGEMBANGAN USAHA PRODUK KOPI DENGAN METODE BLUE OCEAN PADA KATAMATA COFFEE & ROASTERY DI GUNUNGKIDUL. Other thesis, UPN Veteran Yogyakarta.
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Abstract
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IKA YUNI ASTUTI. 2024. Business Development Strategy of Coffee Product
using Blue Ocean Method at Katamata Coffee & Roastery in Gunungkidul.
Supervised by: Dwi Aulia Puspitaningrum
ABSTRACT
Katamata Coffee & Roastery is one of the Coffee Shop businesses in Gunungkidul
and has been started since 2016. The increasing interest and trend in visiting coffee
shops had an impact on competition between coffee shops to fulfill consumers'
wants and needs. This study aimed to (1) analyze and make a sales forecast for
Katamata Coffee & Roastery in the next 12 months (2) identify internal and external
factors for Katamata Coffee & Roastery in order to formulate strategies that suit
the company's position (3) analyze and make appropriate strategic decisions in
Katamata Coffee & Roastery business development efforts based on the Blue Ocean
Strategy (BOS) approach. This research method used in this research is quantitative
with descriptive analysis. The analysis technique used a forecasting method that
had the smallest error value, the Internal Factor Evaluation Matrix (IFE), the
External Factor Evaluation Matrix (EFE), the Internal External Matrix (IE), and
the Blue Ocean Strategy. The result of the research showed that (1) The results of
sales forecasting for the next 12 months used the quadratic trend method produce
sales data that had an increasing trend. (2) The internal factor in Katamata Coffee
& Roastery which received the highest score for strength was the good product
quality and various types of coffee. Meanwhile, the main weakness was the lack of
promotional activities carried out by Katamata Coffee & Roastery. The external
factor that had the highest score for opportunity was often participated in UMKM
activities in Gunungkidul. Meanwhile, the main threat was the emergence of new
competitors in the same field as Katamata. Based on the IE matrix, Katamata
Coffee & Roastery was in cell V, which means the company must hold and maintain
the position. (3) The decision making used by the blue ocean method had the results
that the raw materials for coffee which was previously less popular with consumers
needed to be reduced in purchasing, involved increasing quality control, expanding
the parking area, boosting online and offline promotional activities, enhancing non-
cash payment facilities, creating innovative custom ground coffee products, and
creating a unique and captivating coffee shop concept.
Keywords: strategy, development, sales, coffee, forecasting, trend, EFI, EFE, IE,
and blue ocean.
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IKA YUNI ASTUTI. 2024. Strategi Pengembangan Usaha Produk Kopi dengan
Metode Blue Ocean pada Katamata Coffee & Roastery di Gunungkidul. Dibimbing
Oleh: Dwi Aulia Puspitaningrum
ABSTRAK
Katamata Coffee & Roastery adalah salah satu usaha Coffee Shop atau Kedai kopi
yang berada di Gunungkidul dan telah dirintis sejak tahun 2016. Meningkatnya
minat dan trend berkunjung ke kedai kopi tentunya berdampak terhadap persaingan
antar kedai kopi guna memenuhi keinginan dan kebutuhan konsumen. Tujuan dari
penelitian ini adalah (1) menganalisis dan membuat peramalan penjualan Katamata
Coffee & Roastery pada 12 bulan mendatang (2) mengidentifikasi faktor internal
dan faktor eksternal Katamata Coffee & Roastery guna merumuskan strategi yang
sesuai posisi perusahaan (3) menganalisis dan mengambil keputusan strategi yang
tepat dalam upaya pengembangan usaha Katamata Coffee & Roastery berdasarkan
pendekatan Blue Ocean Strategy (BOS). Metode penelitian yang digunakan dalam
penelitian ini adalah kuantitatif dengan analisis deskriptif. Teknik analisis
menggunakan metode peramalan yang memiliki nilai error paling kecil, matriks
Evaluasi Faktor Internal (EFI), matriks Evaluasi Faktor Eksternal (EFE), Matriks
Internal Eksternal (IE), dan Blue Ocean Strategy. Hasil penelitian menunjukkan
bahwa (1) Hasil peramalan penjualan selama 12 bulan mendatang menggunakan
metode trend quadratic menghasilkan data penjualan yang memiliki
kecenderungan meningkat. (2) Faktor internal dalam Katamata Coffee & Roastery
yang memperoleh skor tertinggi untuk kekuatan yaitu memiliki kualitas produk
yang baik dan variasi jenis kopi yang bermacam-macam. Sedangkan yang menjadi
kelemahan utama yaitu kurangnya kegiatan promosi yang dilakukan oleh Katamata
Coffee & Roastery. Faktor eksternal yang memiliki skor tertinggi untuk peluang
yaitu sering mengikuti kegiatan UMKM di Gunungkidul. Sedangkan ancaman
utamanya yaitu munculnya kompetitor baru yang bergerak di bidang yang sama
dengan Katamata. Berdasarkan matriks IE, Katamata Coffee & Roastery berada
pada sel V yang artinya perusahaan harus menjaga dan mempertahankan posisinya.
(3) Pengambilan keputusan menggunakan metode blue ocean menghasilkan
penciptaan ide berupa mengurangi pembelian bahan baku kopi yang kurang
diminati konsumen, meningkatkan quality control, meningkatkan luas lahan tempat
parkir, meningkatkan kegiatan promosi secara online dan offline, meningkatkan
fasilitas pembayaran non tunai, menciptakan inovasi produk kopi bubuk custom,
dan menciptakan konsep coffee shop yang unik dan menarik.
Kata Kunci : strategi, pengembangan, penjualan, kopi, peramalan, trend, EFI,
EFE, IE, dan blue ocean.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | strategi, pengembangan, penjualan, kopi, peramalan, trend, EFI, EFE, IE, dan blue ocean. |
| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | Faculty of Medicine, Health and Life Sciences > School of Biological Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 29 May 2024 01:15 |
| Last Modified: | 29 May 2024 01:15 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/39533 |
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