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All Journal Briliant: Jurnal Riset dan Konseptual
Meriza Hendri
Universitas Widyatama, Bandung
Civil Engineering, Building, Construction & Architecture Computer Science & IT Education

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Rencana Bisnis Toko Roti Soes Merdeka: Strategi Pertumbuhan dan Inovasi Produk oleh PT Tirta Ratna Pamungkas Utami Sofyan; Meriza Hendri
BRILIANT: Jurnal Riset dan Konseptual Vol 11 No 1 (2026): Volume 11 Nomor 1, Februari 2026
Publisher : Universitas Nahdlatul Ulama Blitar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28926/briliant.v11i1.2359

Abstract

The bakery and coffee industry in Indonesia has shown rapid growth and become an integral part of urban lifestyle. However, amid intense competition and concept uniformity, innovation that combines traditional and modern values is essential. This study aims to design a business plan for Soes Merdeka Bandung Branch with a heritage-based Bakery & Coffee concept using the Design Thinking and Lean Canvas approaches. The research employed a descriptive qualitative method through market observation and interviews with potential consumers. The results indicate that Soes Merdeka’s main strengths lie in its strong brand image, authentic products, and customer loyalty, while its main weaknesses are limited digitalization and operational efficiency. Development strategies are directed toward menu innovation, digital marketing optimization, and enhanced customer experience. The implementation of SWOT and Lean Canvas analyses supports the formulation of strategies focused on sustainability and brand distinctiveness.
Co-Authors Pamungkas Utami Sofyan