Paper Title :Proposed Penetration Strategy for Kokei as a Start-Up Business in Bekasi City

Author :Keisha Dinya Solihati, Alibasjah Inggriantara, Beby Camila

Article Citation :Keisha Dinya Solihati ,Alibasjah Inggriantara ,Beby Camila , (2022 ) " Proposed Penetration Strategy for Kokei as a Start-Up Business in Bekasi City " , International Journal of Management and Applied Science (IJMAS) , pp. 79-87, Volume-8,Issue-1

Abstract : Abstract - KOKEI see growing demand in market trend toward Korean wave and planning to build a new start-up business with Korean street food as the products. The issue that KOKEI have-concerning that almost 60% of food industry will fail in their first 5 years-is how to penetrate into the market with distinctive products, how to manage its inventory system and when is the right time to launch the business. To address these issues, author conducted some research on external and internal analysis which then leads to SWOT result. The SWOT factors are then used in EFAS and IFAS calculation to result input for IE matrix. From IE matrix result, proposed corporate strategy for KOKEI is in hold and maintain area with two options of alternative strategy. To determine which strategy is preferred, QSPM calculation was conducted which resulting market penetration strategy as the better strategy for KOKEI. Strategy are then cascaded into functional level using TOWS matrix analysis, and visualized by proposed business model canvas. For strategy implementation, the author proposed some action plan in short term and long term development up until 5 years. Keywords - Business Strategy, Market Penetration Strategy, Korean Street Food

Type : Research paper

Published : Volume-8,Issue-1

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