Indonesian Franchise: A Success Story of A Local Product Expanding to the Global Market
This study aims to (1) describe the success story of Cak Man in managing the meatball business (2) Analyze the business strategy of Cak Man meatballs with a SWOT analysis. Research design is qualitative phenomenology. The research subjects were 10 people, consisting of meatball business owners, managers, employees, and consumers. The research instruments used were interview guides, observation sheets, and documentation. Data analysis uses the format of Miles and Huberman (2010) which consists of 3 steps, namely (1) data reduction (2) data presentation and (3) conclusion drawing. The results showed that (1) Cak Man’s story in managing the meatball business started from being a meatball business employee, mobile meatball trader, owning meatball carts, having meatball stalls and since 2007 developing his business into meatball franchise (2) The SWOT analysis showed that business position Cak Man meatballs are in quadrant II, the SO strategy. This means that the marketing strategy recommended for developing the Cak Man meatball business is to use strength to achieve business opportunities.
Copyright (c) 2019 Sudarmiatin Sudarmiatin, Rayie Tariaranie W, Suharto Suharto, Adelia Shabrina P, M. Arief, Sutrisno Sutrisno
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