"Depot Ayam Gephok Pak Giek" in Jember - East Java

INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 08, AUGUST 2019 ISSN 2277-8616 The Application Of Sustainable Competitive Advantage As A Culinary Business Strategy "Depot Ayam Gephok Pak Giek" In Jember - East Java

Setiyo Adi, Diah YuliSetiarini, Asrid Juniar

Abstract: The purpose of this study was to analyze the application of Sustainable Competitive Advantage (SCA) in "Depot Ayam Gephok Pak Giek" which is a restaurant that serves fried chicken food plus srundeng and sambal and drinks in the form of tea, mineral water and ice Manado. The location of restaurants on Jalan Mastrip I No.19A, Jember City, East Java Province. Along with the development of Jember City, there are new businessmen in the culinary field of Gephok chicken cuisine, of course this will be a new competitor. The analysis technique uses SWOT analysis. The results of the analysis, namely the application of the concept of Sustainable Competitive Advantage (SCA), is necessary and continues to be carried out by "Depot Ayam Gephok Pak Giek" if he wants to survive his existence. The constraints faced are limited parking lava and vulnerable locations due to road widening. Opportunities that still exist are service hours not optimal, on the other hand consumer demand is still quite large.

Index Terms: Sustainable Competitive Advantage (SCA), SWOT Analysis, Strategy ————————————————————

1 INTRODUCTION There are two kinds of sambal, namely "Sambal Ijo", which is CHICKEN gephok culinary business is currently growing a chili sauce with lombok using green chili and "red sambal", rapidly. Chicken gephok cuisine in the form of fried chicken which is a chili that uses the red chili. Besides srundeng and with certain spices that are very popular among the people of sambal, it is also equipped with vegetables in the form of East Java Province as an interesting dish. Thus the chicken lettuce, cucumber and basil. For the drink, Pak Giek provides gephok culinary business is very beneficial for the culprit. To cold tea, hot tea, mineral water, and Es Manado (i.e. a mixture take advantage of the chicken gephok business opportunity, of gelatin, decoco nata, soursop, young coconut, and kolang Mr. Gik, a resident of the City of Jember, did the culinary kaling plus ice) depending on the taste of the visitor. The price business of Ayam Gephok a few years ago until now under the of one portion of chicken gephok food ranges from IDR 15,000 name "Depot Ayam Gephok Pak Giek" located at Jalan to IDR 20,000 depending on the menu chosen by the Mastrip I No.19A, Jember City, East Java Province. The customer. This restaurant is very in demand, opened every market share targeted by " Depot Ayam Gephok Pak Giek " is day from Monday to Sunday without holidays from 10:00 and offices such as the District Court, District Prosecutor's Office, usually 13:00 sold out. Competition for restaurant businesses Tobacco Hall, Fire Department, DPRD, Pegadaian, Trade requires the application of appropriate strategies in order to Service, Ministry of Religion, Population Office and students continue to progress according to some research results [1] [2] considering the location of the restaurant is the center of the [3] [4]. College of Education area is Jember University, State Polytechnic of Jember, Islamic University of Jember, Research purposes Muhammadiyah University of Jember, Mandala Economic 1. Identifying the problems faced by "Depot Ayam Gephok Collegeof Jember, and IKIP PGRI Jember. This restaurant Pak Giek" in carrying out its business. serves two types of fried chicken whose texture is very soft 2. Looking for solutions that can overcome existing and soft, which is from the type of free-range chicken problems. (chickens which are free-maintenance) and from the type of chicken (chickens that are specifically and professionally 2 LITERATURE REVIEW maintained). To complement the taste of the fried chicken, Pak The food culinary business including "Depot Ayam Gephok Giek complements with "srundeng" which is coconut which is Pak Giek" has known that marketing is the most important key grated and fried with certain spices and also complements to achieving business success. In the marketing concept, it with "sambal" (lombok, salt, shallots, and certain spices aims to satisfy the needs and desires of consumers, in other crushed). words the concept of marketing is consumer oriented. The concept of Consumer Oriented is different from the old-

fashioned marketing orientation of product-oriented meaning that other products are the main priority created in the amount ______and volume desired by the company without taking into account consumers satisfied or not with the product.  Setiyo Adi is a student of Doctoral Program Jember University, Furthermore, the company must develop production, price, Jember, Indonesia, E-mail: [email protected] promotion and distribution policies appropriately so that the  Dr. Diah YuliSetiarini is a lecturer at Faculty of Economics and Business, Jember University, Jember, Indonesia, E-mail: needs of its consumers can be met [5]. Knowledge of [email protected] management strategies is important for creating competitive  Asrid Juniar is a lecturer at Faculty Economics and Business, businesses [6] [7]. Lambung Mangkurat University, Banjarmasin, Indonesia, E-mail: [email protected] 139 IJSTR©2019 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 08, AUGUST 2019 ISSN 2277-8616

Concept of Sustainable Competitive Advantage (SCA) Advantage (SCA) to the research object [14] [15] [16] ( The concept of Sustainable Competitive Advantage (SCA) [17] [18] [19] [20] [21]. Based on the analysis of data as emphasizes the importance of organizations seeking ways to follows: differentiate from competitors [8]. The main source for 1) Selecting data that has been collected and Sustainable Competitive Advantage (SCA) is from Market- selecting data that supports this research. based organizations, namely efforts to develop superior 2) Classify the selected data related to the performance (Benchmarking) ( [9]. According to [10] resources discussion of this study. in Sustainable Competitive Advantage (SCA) there must be 4 3) The classified data is then analyzed and grouped (four) attributes, namely: based on the Sustainable Competitive 1. Worth, Advantage concept that has been carried out by 2. Rare, the company under study. 3. Difficult to imitate, and 4) Conclude the compatibility of the data with the 4. No other company resources are strategically concept of Sustainable Competitive Advantage equivalent in value. (SCA). 5) Conduct an analysis of Strength, Weakness, According to [11] suggest that another source of Sustainable Opportunity, and Threat (SWOT) for the "Depot Competitive Advantage (SCA) is conducting market innovation Ayam Gephok Pak Giek". which includes 3 stages, namely: 3. Decision Making Phase 1. the stage of revising a strategy, Make a decision in determining the most profitable, 2. the stage of developing marketing sources, and effective, and efficient strategy to be carried out by the 3. the stage of adjusting the company's competition style company that reflects the application of Sustainable with opportunities and threats on the market. Competitive Advantage (SCA) based on the SWOT Matrix. The next stage, develop a strategic plan to be 3 METHODS used as the principle of carrying out further activities. The approach used in this study is a qualitative descriptive approach. Definition of descriptive research is research to find 5 RESULTS AND DISCUSSION facts for the right interpretation and is a non-experimental The SWOT analysis includes strengths, weaknesses, research [12]. opportunities, and threats to "Depot Ayam Gephok Pak Giek". Strengths and weaknesses are based on their internal 3.1 Object Of Research conditions, while opportunities and threats are based on the The object of this research is restaurant in Jember Regency external situation of the restaurant in question. The restaurant named "Depot Ayam Gephok Pak Giek". in question must have strategic planning. The owner of "Depot Ayam Gephok Pak Giek" must find a balance between internal 3.2 Metode Pengumpulan Data strength and external power in the market. The form of activity Data collection is carried out in several ways, namely through is to carefully observe its competitors, understand and keep interviews with owners, employees of the company, abreast of culinary regulations, business cycles, consumer consumers, competitors from similar restaurants, and direct desires and expectations, and other factors that can capture observation at their place of business. The problems examined and understand opportunities and threats. The existence of the in this study are outlined in the form of interviews. Interviews selected strategy is described in one of four quadrant choice are not structured, meaning the researcher does not prepare a strategies on the large strategy matrix [22], namely: (a) SO list of questions. This type of interview is considered Strategy, (b) WO Strategy, (c). ST Strategy, and (d) WT appropriate by researchers because it is to explore their Strategy. Determination of the chosen strategy uses the value perceptions freely and comfortably about the company. From of weighting the IFI Matrix and IFE Matrix. The chosen the results of the interview, the researcher sorted out and strategy can be determined from the total total value with the concluded it. highest value (highest). This is based on the scores obtained whether there are opportunities (positive values) or threats 4 ANALYSIS METHOD (negative values), and whether strength (+) outperforms weaknesses (-), thus the recommendations of the four SWOT Analysis quadrants are reached. According to [13], the process of preparing strategic planning in a SWOT analysis is carried out through 3 stages of analysis, namely: 1. Data Collection Phase This stage is an activity to collect data and information related to internal and external factors of a company. The company's internal factors include marketing, production, finance, and human resources. The company's external factors include economic, political, social and cultural conditions. 2. Analysis Phase Data sets as needed are inventoried and analyzed according to research topics, especially related to the application of the concept of Sustainable Competitive Figure 1 Cartesian Diagram of SWOT Analysis [23] 140 IJSTR©2019 www.ijstr.org INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 8, ISSUE 08, AUGUST 2019 ISSN 2277-8616

In figure 1: Cartesian quadrant diagram of a SWOT analysis, Opportunities Strategy Strength-Opportunities (SO) is a strategy based on The opportunity that can still be achieved by "Depot Ayam the way the restaurant owner thinks, namely to utilize all the Gephok Pak Giek" is to increase sales turnover because it is strengths and take advantage of as many opportunities as above 1:00 p.m. until 8:00 p.m. when dinner is not yet served possible. The ST strategy is a strategy to use the power of even though the demand for gephok chicken food in question restaurants to overcome threats from competitors. The WO above 13 is still high. Besides that, the opportunity to open a strategy is a strategy based on utilizing existing opportunities new branch around the city of Jember is still possible. by minimizing weaknesses to a minimum. The WT strategy is a strategy based on defensive activities and tries to reduce Threats minimum weaknesses and avoid threats to restaurants. The The threat faced by "Depot Ayam Gephok Pak Giek" is: SWOT analysis is expected to produce the best strategy 1. Strict competition from leading restaurants for similar fried formula that can be applied to the progress of a business or chicken/gephok food, for example: Ayam Goreng Wong industry [24] [25]. There are two consumers who buy food in a Solo, Ayam Geprek Bensu, Ayam/Bebek Goreng restaurant: consumers who buy food are immediately eaten at Nelongso, Ayam Gepok Pak Gembor and many other the restaurant and consumers who buy food at the restaurant regional scale. are taken home. These two groups of consumers are almost 2. The possibility of expansion/widening of Mastrip Street by as many. For consumers who buy food to take home, the the Regional Government of Jember Regency will erode restaurant has provided a box of paper for the food place so half of "Depot Ayam Gephok Pak Giek" considering the that consumers do not wait long. This is the main attraction location is at a traffic intersection that is congested. besides the taste of the cuisine. Likewise for consumers who buy food to eat in a restaurant, they are welcomed by the clerk Strategy produced to ask what is ordered then the consumer to the cashier to pay first and then given a table number, then the consumer waits ST Strategy: at a numbered table, then waits for food to come less more Increases restaurant opening hours from 10:00 - 13:00 to than 5 minutes. Quick service conditions like this are the main 10:00 am to the hour. At 8:00 p.m. so that it can serve more attraction and characteristic of "Depot Ayam Gephok Pak potential customers, and open branches in other areas in the Giek", in addition to good taste, clean place, no hot air, and city of Jember to overcome the limited parking of four-wheeled enough seating so that consumers are not crammed. motorized vehicles.

SWOT Analysis Results SO Strategy: Take advantage of the market share that is still open by Strengths increasing the opening hours of restaurants as ST Strategy. The strength possessed by "Depot Ayam Gephok Pak Giek" is as follows: WO Strategy: 1. "Depot Ayam Gephok Pak Giek" is located in a very Extending the parking area by adding buildings to the strategic place, namely in the office and higher education top/skyscraper, while the lower area is converted to expand center in the city of Jember so that it is easily accessible the parking area of consumer vehicles. by consumers. Provides a special fried chicken meal menu that is soft/soft, crispy with a distinctive flavor WT Strategy: compared to other similar restaurants. Benchmarking by approaching competitors and comparing 2. Friendly and fast service -/+ 5 (five) minutes consumers them related to taste, speed of service, comfort of place, can already enjoy their food orders. A clean, cool and friendliness, price and so forth. spacious place (not crowded). 3. Food prices are relatively cheap and affordable compared 6 CONCLUSION to competitors. 1. "Depot Ayam Gephok Pak Giek" faces problems related to 4. "Depot Ayam Gephok Pak Giek" cultivates friendly, clean inadequate parking lots, making consumers park their and fast service to its customers, therefore all employees vehicles in places that are relatively far away, about 300 receive periodic wages and rewards to spur their work meters from the location of the restaurant, especially during motivation. lunch time (full capacity). 2. The hours of restaurant service have not been optimal, Weakness which is open at 10:00 and have been sold out at 1:00 The weakness that are in "Depot Ayam Gephok Pak Giek" are p.m., the hours can still be increased by adding sufficient as follows: inventory considering the market demand is still quite high. 1. "Depot Ayam Gephok Pak Giek" opens at 10:00 and 13:00 3. "Depot Ayam Gephok Pak Giek" has its own distinctive is closed because the food runs out. This condition causes characteristics compared to similar restaurants in the city of many "new" consumers who arrive above 1:00 p.m. not to Jember including having a distinctive flavor with its own be served, thus reducing aspects of consumer concoction, fast service (5 minutes), friendly/familial, satisfaction. spacious dining room, air circulation quite fresh and 2. The parking area of motorized vehicles, especially four resources (Human Resources, restaurant management) wheels, is less extensive, making it difficult for consumers run professionally. to park their four-wheeled vehicles and must be parked 4. The strategy that can be done by "Depot Ayam Gephok some distance from the location of the restaurant (-/+ 300 Pak Giek" in Jember to further improve its performance is meters), especially at 12.00 to 13.00 at full capacity. to take advantage of market opportunities in the form of

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