Jae Hyung, Jung
(2018)
SWOT analysis of PT CJ Foodville Bakery and Cafe Indonesia.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The PT CJ Foodville Bakery and café Indonesia is a Korean firm that is established in 2011 as a first Korean authentic premium bakery store in Indonesia. The firm is also known as TouslesJours which under the CJ Group Korea. Nowadays, the company is currently operating 54 stores over Jakarta, Bandung, and Surabaya with freshly baked breads. The aim of this study is to figure out what strategy the PT CJ Foodville Bakery and café Indonesia has to take in order to develop their business and step forward. By scanning the strength, weaknesses, opportunities, and threats factors with SWOT analysis that is also supported by IFE-Internal factor environment analysis and EFE-External factor environment analysis which demonstrates overview of firm's position in Indonesian market and what step should the firm go. Furthermore, Space matrix and QSPM (quantitative starategic planning matrix) is used for deeper analysis. The overall SWOT analysis of PT CJ Foodville Bakery and café Indonesia is conducted based on author's knowledge that gained from 3 years of studies in Universitas Pelita Harapan and interview from professional marketing manager, Mrs. Kathy R. Syahrizal who is working as a marketing manager in TouslesJours. In conclusion, The SO strategy as a suggested strategy is illustrated to direct for further development of PT CJ Foodville Bakery and café Indonesia. It indicates what factors need to be overcome and be strengthened. In addition, this paper also addresses the tasks carried out during 2 months of the internship program.
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