Citation:

Ahmad Maulana Nur Pratama, Harimukti Wandebori. "Proposed Business Strategy and Business Model for PT Sumber Berkat to Increase Profitability" International Research Journal of Economics and Management Studies, Vol. 3, No. 12, pp. 252-265, 2024.

Abstract:

During the COVID-19 pandemic, the online food and beverage sector has become attractive, characterized by significant growth in investment, number of transactions, and overall revenue growth. PT Sumber Berkat, a food and beverage startup, experienced a decline in revenue in 2023, largely attributed to customer behavior shifting back to offline transactions and market dynamics. In 2024, PT Sumber Berkat pivoted the business into a consultancy and venture builder for Small and Medium Enterprises (SMEs) but faced significant challenges, including low-profit margins, limited resources, and intense competition as the company offers affordable yet end-to-end services. This research aims to uncover the root problems of the company, identify actionable solutions, suggest a business strategy, and develop a profitable business model for PT Sumber Berkat. This research uses qualitative research, and the data was obtained through in-depth interviews and secondary data from company documents. The interview involved the key management team at PT Sumber Berkat, including the CEO, marketing and branding, operations, finance, and product teams. Several analyses are being used in this research, including general environment analysis, industry analysis, and competitor analysis, for understanding opportunities and threats from external factors. Internal analysis uses segmentation, targeting, positioning (STP), resource analysis, and value chain analysis to understand strengths and weaknesses that create core competencies. The insights are then synthesized to map SWOT analysis and strategy formulation with the TOWS matrix. Based on these analyses, PT Sumber Berkat possesses several strengths that offer sustainable competitive advantage, such as an excellent reputation, a strong relationship with the F&B SME community, and skilled human resources. However, there are areas for improvement, such as unclear strategy and limited human resources.

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Keywords:

Business Strategy, F&B Industry, Startup, Core Competencies, SWOT, TOWS, Business Model Canvas.