Analisis Strategi Bersaing Pada Exquise Patisserie Di Jakarta Pusat

DWITYA RAHMANTI, T. Hani Handoko, M.B.a., Ph.D.

2017 | Tesis | S2 Manajemen

Makanan merupakan salah satu kebutuhan primer manusia untuk mempertahankan hidupnya. Transisi budaya dan kemajuan teknologi dan informasi belakangan ini telah menggeser pola hidup masyarakat Indonesia, termasuk perubahan pola konsumsi makanan. Kini masyarakat cenderung memilih makanan siap saji dan praktis untuk dikonsumsi. Selain itu, transisi budaya menunjukkan bahwa sebagai makhluk sosial, masyarakat senang berkumpul dan menghabiskan waktu bersama kerabat. Orang-orang sering berkunjung ke rumah kerabat untuk sekedar berkumpul bersama. Saat ini, khususnya di Jakarta, seiring dengan kemacetan lalu lintas dan kesibukan aktivitas masing-masing orang, tempat berkumpul yang digemari antara lain adalah di restoran atau pun coffeeshop yang berada di tengah kota, sehingga orang-orang dapat menghemat waktu dengan menghindari padatnya arus lalu lintas dan jarak tempuh yang cukup jauh. Desain penelitian ini adalah deskriptif analitik dengan teknik in depth interview. Penelitian ini bertujuan untuk memformulasikan strategi bersaing di industri makanan dan minuman, khususnya bisnis patisserie melalui analisis terhadap faktor-faktor lingkungan eksternal dan faktor sukses kunci, serta analisis internal perusahaan dengan melakukan analisis sumber daya dan kapabilitas perusahaan dan keunggulan kompetitif perusahaan yang mempengaruhi persaingan patisserie. Hasil penelitian menunjukkan bahwa faktor sukses kunci yang harus dimiliki oleh perusahaan patisserie adalah proses penciptaan produk dengan kualitas rasa yang tinggi, memiliki media sosial yang menarik dan atraktif, pelayanan yang handal untuk mencapai kepuasan pelanggan, membutuhkan loyalitas pelanggan yang tinggi, serta memiliki desain produk yang menarik. Sedangkan berdasarkan hasil analisis VRIO, Exquise Patisserie memiliki keunggulan kompetitif berkelanjutan dengan strategi diferensiasi, yaitu memiliki produk dengan bentuk dan rasa yang unik, memiliki budaya perusahaan yang menerapkan niat, disiplin, energi dan perilaku positif dalam melayani pelanggan, serta melakukan pengembangan produk berdasarkan opini pelanggan dalam menggebrak target pasar premium (cerukan).

Food is one of the most primary necessities that human beings require in order to maintain their lives. The transition of culture as we as advancements in information technology in recent times have shifted the Indonesian lifestyle and this includes a change in patterns of food consumption. Currenty, Indonesian society generally prefers fast food, along with other foods that can be easily consumed. Asides from that, the cultural transition shows that humans, due to their nature as social animals, prefer to gather and spend time with one another, as opposed to remaining in solitude. People frequently visit the homes of their families and friends for the sole purpose of getting together. In Jakarta, where traffic congestion is prevalent and human activity is abundant, people typically hang out in either restaurants or coffee shops located in the city center. This occurs due to the fact that venues within the city center allow people to save time by avoiding dense traffic and distant travel. The design of this reasearch involves descriptives analytic through the usage of in-depth interview techniques. This research was conducted to formulate strategies to compete in the food and beverage industry, especially among business of pattiesserie. This is done through the analysis of external environmental factors, as well as an internal company analysis of the resources, capabilites and competitive advantage of the company along with its influence in the business of patisserie. The results of this study have shown that there are several key success factors for patisserie companies. Firstly, they would need a process which yields products of the highest quality, both in therms of taste and aesthetics. Second of all, they will not only need to have a strong social media presence, but also ensure that all social media platforms maintain an elegant and artistic appeal. Furthermore, it is also important that they provide excellent service to maximize customer satisfaction, in order to establish brand loyalty. The results of the VRIO analysis indicates that Exquise Patisserie has competitive advantage for a variety of reasons. In addition to the fact that their products are unique in terms of shapes and flavor, their company ethos incorporates motivation, discipline, a positive behavior in handling customers, as well as product development based on customer feedback to dominate the market.

Kata Kunci : pergeseran pola hidup, strategi bersaing, faktor lingkungan eksternal, faktor sukses kunci, sumber daya dan kapabilitas, keunggulan kompetitif, strategi diferensiasi / shift in lifestyle, strategy to compete, external environmental factors, key success fa