Proposed Business Strategy for Small and Medium Food Beverage Industry: A Case Study of Ladangkita.id

Abstract

Indonesia government urges the public to increase their immune system to prevent the spread of the Covid-19 virus by increasing the consumption of healthy food as well as massive vaccination and mobility restriction. The issue creates opportunity for an enterprise named Ladangkita.id focusing in selling healthy agricultural food especially fruits. This paper evaluates the existing business of Ladangkita.id who often experiences problems during the process in order to create a better business strategy. Using two analytical approaches, which are Business Process Analysis and Porter's Five Forces, the authors found that Ladangkita.id operational cost is bigger than its revenue because of their business process and fruit retail business is highly saturated. Blue Ocean Strategy is proposed by the authors for Ladangkita.id. By eliminating activities that less contribute to revenue, reducing variance of fresh fruits but increasing the variance of processed fruits as well as creating a new value of products may create a better and sustainable business for Ladangkita.id.