Abstract:
Background/Purpose – This Study problems is Happy Chinese Food profits
obtained through offline stores are relatively small and sometimes cannot cover the
operational costs that must be incurred. The purpose is to help Happy Chinese
Food to maximize its sales using GoFood and GrabFood with digital
advertisement in the application.
Design/Methodology/Approach – This study examine Happy Chinese Food
internal dan external factores, using two strategic analysis SWOT Analysis and
Porter Five Forces. After that, this research create the IFAS/EFAS table and
TOWS Matrix to search the best business strategy for the business.
Findings – Happy Chinese Food has weaknesses and opportunities that can be
exploited so that it is suitable to use their weakness and opportunities strategy. The
business could develop marketing or promotion campaign by giving discount,
freebies, increase brand awareness, and so on to attract customer to purchase in the
business or to attract their new menu.
Conclusion – After gained insights into the essence of Happy Chinese Food,
identified its existing challenges, and explored potential remedies. The business
have three actionable implementation plan such as use category advertisement to
promote the business, give discount through application, and develop new menu.
