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All Journal Jurnal Comparative : Ekonomi Dan Bisnis eProceedings of Applied Science
Wimasada, Caesari Tyas
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

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INTERNAL AND EXTERNAL ANALYSIS IN DETERMINING THE OPTIMAL BUSINESS STRATEGY FOR BAEK EXPRESS MIE MSMES Juliana, Sherlin; Amaturrahman, Roihanah; Wimasada, Caesari Tyas; C.L.S, Clara Regina; Paramartha, Made Bagus
Jurnal Comparative: Ekonomi dan Bisnis Vol 7, No 1 (2025): February
Publisher : Univesitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/combis.v7i1.13139

Abstract

This study aims to analyze the business strategy and policy of the Mie Baek Ekspress SME through an internal and external analysis approach. Mie Baek Ekspress is a fast-food business specializing in local-flavored noodles, established in 2022 in Bandung Regency. This research employs a qualitative method with data collection techniques, including in-depth interviews, focus group discussions (FGD), and secondary data analysis. External analysis using PESTEL and Porter's Five Forces reveals that Mie Baek Ekspress faces threats from fluctuating raw material prices and intense competition with similar businesses, such as Mie Gacoan. Internal analysis shows strengths in local taste and strategic location, while weaknesses lie in limited production capacity and underdeveloped digital marketing. The SWOT and TOWS Matrix approach formulates optimal strategies, such as utilizing digital marketing, optimizing operational efficiency, and product development with new menu innovations and eco-friendly packaging. The study concludes that Mie Baek Ekspress should optimize digital marketing, improve operational efficiency, and strengthen product innovation to enhance its competitiveness and business sustainability. The practical implications of this research are expected to help SMEs overcome business challenges and increase competitiveness in the local culinary market.
Perancangan Content Maketing Di Media Sosial Instagram PT Lombok Gandaria Tahun 2023 Wimasada, Caesari Tyas; Sastika, Widya
eProceedings of Applied Science Vol. 9 No. 6 (2023): Desember 2023
Publisher : eProceedings of Applied Science

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Abstract

PT Lombok Gandaria merupakan perusahaan yang bergerak di industri makanan yang didirikan sejak tahun 1973. Produk utama dari PT Lombok Gandaria yaitu Kecap Lombok Gandaria. Berdasarkan wawancara yang dilakukan dengan pihak perusahaan, PT Lombok Gandaria baru mulai melakukan pemasaran dengan memanfaatkan media sosial Instagram pada tahun 2020. PT Lombok Gandaria mengalami kesulitan bersaing dalam hal branding dengan kompetitor. Oleh karena itu, content marketing sangat diperlukan untuk meningkatkan branding dan dapat meningkatkan insight perusahaan. Tujuan dari penelitian ini yaitu untuk mengetahui perancangan, penerapan, dan evaluasi content marketing di media sosial Instagram PT Lombok Gandaria. Jenis penelitian ini adalah kualitatif deskriptif dan pengambilan data menggunakan teknik observasi, wawancara, dokumentasi, dan triangulasi. Hasil akhir pada penelitian ini yaitu insight Instagram @kecaplombokgandaria mengalami peningkatan. Akun yang dijangkau meningkat sebanyakk 41,5%, pengikut baru bertambah sebanyak 4.187 akun, dan rata-rata jangkauan meningkat sebanyak 18,4%, dan interaksi yang terjadi meningkat sebanyak 103,4%.Kata Kunci: Content Marketing, Sosial Media, Instagram, PT Lombok Gandaria
Co-Authors Amaturrahman, Roihanah C.L.S, Clara Regina Juliana, Sherlin Paramartha, Made Bagus Widya Sastika