Strategi Pengembangan Bisnis Roda Berkah Dimsum & Sushi di Lembang
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Abstract
Penelitian ini bertujuan menganalisis kondisi bisnis dan merumuskan strategi pengembangan Roda Berkah Dimsum & Sushi di Lembang dengan mempertimbangkan potensi pasar, model bisnis, lingkungan persaingan, operasional, dan kelayakan finansial. Penelitian menggunakan pendekatan deskriptif dengan metode studi kasus pada Roda Berkah Dimsum & Sushi. Analisis dilakukan melalui Business Model Canvas, Design Thinking, PESTEL, Porter’s Five Forces, IFAS–EFAS, SWOT/TOWS, Total Addressable Market (TAM), Serviceable Available Market (SAM), Serviceable Obtainable Market (SOM), serta analisis finansial menggunakan Net Present Value (NPV), Internal Rate of Return (IRR), Profitability Index (PI), Gross Profit Margin (GPM), dan Payback Period (PP). Hasil penelitian menunjukkan bahwa potensi pasar yang diestimasi mencapai TAM sebesar Rp38,86 miliar per tahun, SAM sebesar Rp7,77 miliar, dan SOM sebesar Rp388,5 juta. Proyeksi penjualan tahun pertama sebesar Rp738 juta menunjukkan target penjualan yang lebih tinggi dibandingkan SOM berdasarkan asumsi penguasaan pasar 5%, sehingga diperlukan validasi pasar secara berkelanjutan. Analisis SWOT menempatkan usaha pada Kuadran I sehingga strategi Strength Opportunity (SO) menjadi arah pengembangan utama melalui diferensiasi produk, inovasi menu, pemasaran digital, peningkatan pengalaman pelanggan, dan standardisasi operasional. Analisis finansial menunjukkan NPV sebesar Rp1.142.944.077 pada tingkat diskonto 12%, IRR sebesar 269,69%, PI sebesar 11,61, GPM sebesar 65,20%, dan PP sebesar 0,38 tahun. Hasil tersebut menunjukkan bahwa usaha memiliki prospek pengembangan yang positif berdasarkan asumsi perencanaan yang digunakan. Pengembangan selanjutnya perlu dilakukan secara bertahap melalui validasi pasar, pengendalian biaya, standardisasi operasional, penguatan pemasaran digital, dan pemantauan kinerja keuangan.
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