Analisis Strategi Pengembangan Bisnis Zard Sweets dalam Industri Kuliner Berbasis Digital di Kota Bandung
Year: 2025
Type: conference-paper
Abstract: , Zard Sweets was established in 2020 in Bandung City and utilizes social media as the main channel of marketing and distribution through a pre-order system. Using the Business Model Canvas (BMC) approach, this research identifies the strengths, weaknesses,opportunities, and threats of the business, and designs a marketing strategy based on STP(Segmenting, Targeting, Positioning) and Marketing Mix. The results showed that Zard Sweets has a competitive advantage in premium product quality, flavor innovation inspired by culinary trends, and effective digital marketing through Instagram. However, the business also faces challenges in the form of intense competition in the market, limited production capacity, and short product durability. Major opportunities were identified in product diversification, such as the development of healthy (low-sugar, gluten-free, vegan) and expanding distribution through local marketplaces and partnerships. This study concludes that a development strategy involving product innovation, distribution channel expansion, and strengthening digital promotion can improve Zard Sweets' competitiveness in the industry. Abstrak, Zard Sweets didirikan pada tahun 2020 di Kota Bandung dan memanfaatkan media sosial sebagai saluran utama pemasaran dan distribusi melalui sistem pre-order. Dengan pendekatan Business Model Canvas (BMC), penelitian ini mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman bisnis, serta merancang strategi pemasaran berbasis STP (Segmenting, Targeting, Positioning) dan Marketing Mix. Hasil penelitian menunjukkan bahwa Zard Sweets memiliki keunggulan kompetitif dalam kualitas produk premium, inovasi rasa yang terinspirasi dari tren kuliner, serta pemasaran digital yang efektif melalui Instagram. Namun, bisnis ini juga menghadapi tantangan berupa persaingan yang ketat di pasar cookies, keterbatasan kapasitas produksi, dan daya tahan produk yang singkat. Peluang besar teridentifikasi pada diversifikasi produk, seperti pengembangan cookies sehat (rendah gula, gluten-free, vegan) dan perluasan distribusi melalui marketplace dan kemitraan lokal. Penelitian ini menyimpulkan bahwa strategi pengembangan yang melibatkan inovasi produk, ekspansi saluran distribusi, dan penguatan promosi digital dapat meningkatkan daya saing Zard Sweets di industri cookies.
Institution: Bandung Islamic University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413364127