Rencana Pengembangan Bisnis Matuju Coffe

Maulida, Rabil (2026) Rencana Pengembangan Bisnis Matuju Coffe. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The coffee shop industry in Indonesia, particularly in the Depok area, has experienced rapid growth accompanied by a high level of competition, requiring every business operator to have clear differentiation and development strategies in order to maintain its competitive advantage. This study aims to analyze the market conditions, competition, and positioning of Matuju Coffee, as well as to formulate and test the feasibility of a business development strategy in the form of organizing a Mobile Legends e-sport tournament as an effort to increase brand awareness. This research employs a descriptive qualitative approach through semi-structured interviews with the owner, barista, and customers of Matuju Coffee, analyzed using the framework of Porter's Five Forces, Segmentation-Targeting-Positioning (STP), SWOT analysis, the TOWS Matrix, the Marketing Mix (4P), as well as financial analysis consisting of the Income Statement, Gross Profit Margin (GPM), Net Profit Margin (NPM), Return on Asset (ROA), and Return on Equity (ROE). The results of the study show that the high penetration of mobile gaming in Indonesia, particularly Mobile Legends: Bang-Bang at 48.99%, opens an opportunity to develop the gaming community segment that has not been maximally utilized through the VIP room and rooftop assets owned by Matuju Coffee. Based on the results of the SWOT analysis and the TOWS Matrix, the SO strategy in the form of organizing an e-sport tournament was chosen as the priority strategy. The feasibility analysis shows that Monthly Net Profit increased from IDR 2,715,775, or a margin of 23.1%, in Year 1 to IDR 308,823,566 or a margin of 72.5% in Year 3, along with the contribution of e-sport team sponsorship amounting to IDR 270,000,000 per year, with ROA and ROE increasing from 34.9% to 292.6% over the same period. This study concludes that the e-sport tournament development strategy is feasible and profitable to implement for Matuju Coffee, although its success is highly dependent on the ability to secure e-sport team sponsorship in the following years.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Business Development Strategy, E-Sport Tournament, Positioning, Financial Feasibility, Matuju Coffee
Subjects:	Management > Business Plan Management
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Rabil Maulida
Date Deposited:	26 Aug 2026 08:59
Last Modified:	26 Aug 2026 09:01
URI:	https://repository.bakrie.ac.id/id/eprint/14039

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