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All Journal Jurnal Manajemen dan Organisasi Jurnal Mantik KREATIF : Jurnal Ilmiah Prodi Manajemen Universitas Pamulang TRIDARMA: Pengabdian Kepada Masyarakat (PkM) Enrichment : Journal of Management Jurnal Pengabdian Masyarakat Bestari (JPMB) Jurnal Ilmiah Mahasiswa (JIMAWA) Jurnal Pengabdian Pancasila (JPP) Indonesian Journal of Applied and Industrial Sciences (ESA) Indonesian Journal of Advanced Social Works (DARMA) Journal of Research and Publication Innovation Jurnal Ilmiah Swara MaNajemen (Swara Mahasiswa Manajemen) Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO) Jurnal Ilmiah Ekonomi dan Manajemen Law and Economics Jurnal Intelek Dan Cendikiawan Nusantara Cakrawala: Jurnal Ekonomi, Manajemen dan Bisnis IJSS: International Journal of Social Jurnal Menara : Manajemen Sumber Daya Manusia
I Made Aryata
Universitas Pamulang
Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Physics Social Sciences Other

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Journal : Law and Economics

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Mixue's business development strategy in South Tangerang through SWOT analysis I Gede Marendra; I Made Aryata
Law and Economics Vol. 19 No. 2 (2025): June: Law and Economics
Publisher : Institute for Law and Economics Studies

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/laweco.v19i2.177

Abstract

The culinary business (Food and Beverage) is a business that puts food or beverages as the core of its products. Mixue is one of the franchise companies that currently, Mixue itself offers product ice cream combined with tea drinks. The current culinary business competition requires Mixue to be able to innovate business strategies to be able to present products that meet customer needs. SWOT analysis is a method used to identify business strategy by looking at the Company's internal aspects as well as the Company's external aspects. By using SWOT Analysis, it is known that the Mixue Business is in Quadrant I with the strategy used is aggressive growth (growth oriented strategy). Through the Growth Oriented Strategy, strategies that can be carried out by the Company can be identified, including: 1) Conducting Market Penetration through product bundling of product variants currently owned by Mixue as well as new product variants that are in accordance with Mixue's target market. 2) Conducting Market Development through Mixue's collaboration with Schools, Universities, Airports, Stations and other public facilities that are the target market of Mixue products. 3) Conducting Product Development through the development of Gelato variants and also ice cream products that do not melt easily. 4) Diversification through the development of new products such as snacks or variants of drinking coffee that can be combined with mixue ice cream products.
Co-Authors Afgani, Irmawan Afghani, Irmawan Aprillianti, Safitri Atmaja, Rahman Hadi Cornelia Dumarya Manik Dandi, Zidan Muhamad GINA RAMAYANTI Hidayat, Shabrina I Gede Marendra Irmawan Afagani Irmawan Afgani Manik, Corneelia Drumaya Manik, Cornelia Drumaya Marendra , I Gede Marendra, I Gede Ramanyanti, Gina Rudy Bodewyn Mangasa Tua Rykky Bond Santufo Silaban Solihah, Sabrina Agustin Todiyan Peri Tua, Rudy Bodewyn Mangasa Urfa Kamilah Rozi Viki Muldani Wafa Altamira