BUSINESS STRATEGY DEVELOPMENT FOR SATE TAICHAN GAUL COMPANY

Abstract

This study discusses the Sate Taichan Gaul business report. The purpose of this research is to develop a business strategy and expand the Sate Taichan Gaul market. Sate Taichan Gaul is a business unit engaged in the culinary field of Taichan Satay products. The main product of Sate Taichan Gaul is Taichan Satay or chicken satay. This business report will discuss business introduction, business problem exploration analysis, and determine business solutions. Business exploration discusses the business situation from the external aspect in the form of Political, Economic, Social, Technological, Legal, and Environmental (PESTLE) analysis and Porter's five forces analysis. In addition, from internal aspects are in the form of STP analysis, 7P marketing mix analysis, and Resource-Based Analysis. The author uses SWOT analysis to identify EFAS and IFAS, which are then processed using the TOWS Matrix method. From the results of the entire analysis, the authors provide three recommended strategies for Sate Taichan Gaul, namely: Market penetration and expansion, renovating the offline booth to make it more comfortable for dine-in, and adding technological tools in production activities. This research is expected to help the author evaluate the business problems faced by Sate Taichan Gaul in the culinary business of Taichan Satay.