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All Journal Jurnal Comparative : Ekonomi Dan Bisnis
Aurelya, Nadhira
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Economics, Econometrics & Finance

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MSME BUSINESS POLICY STRATEGY: GROBBAK KOREA Puspita, Tita; Nustiawan, Alyaa Hasna Luthfiyah; Luna, Gaizka Tiara Meisya; Aurelya, Nadhira; Nadif, Muhammad
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.v7i1.13177

Abstract

This study analyzes the business policy strategies of Grobbak Korea, a pioneer of Korean street food in Indonesia, in addressing market dynamics and shifting culinary trends. Using a qualitative descriptive approach, the research evaluates internal factors such as operational capacity, human resources, and financial management, alongside external factors such as industry competition, food trends, and consumer purchasing power. The analysis employs PESTEL, SWOT, Porter’s Five Forces, and TOWS frameworks. The findings indicate that Grobbak Korea benefits significantly from the rising popularity of Korean culture but faces considerable challenges, including operational limitations and dependency on centralized supplies. The study recommends product innovations that incorporate local flavors, community-based marketing strategies, and operational and logistical optimizations to enhance competitiveness and ensure business sustainability. 
Co-Authors Luna, Gaizka Tiara Meisya Nadif, Muhammad Nustiawan, Alyaa Hasna Luthfiyah Puspita, Tita