Evaluasi dan Strategi Pengembangan Bisnis “Cokelat Pena”

Abstract. Culinary as part of the creative industry is currently emerging in many big cities. The culinary beverage business that is growing rapidly in Indonesia is processed chocolate. Cokelat Pena has also made innovations regarding processed chocolate drinks which prioritize its beneficial aspects for society. So it becomes an instant and brewed drink that is efficacious and has many benefits, which combines herbal plants such as vetiver (Vetiveria Zizanoides) and cinnamon (Cinnamomum Verum) for health in it and is known as herbal chocolate "Cokelat Pena". The fierce competition means that Cokelat Pena needs to redefine its business development strategy by reviewing various aspects. This report presents the results of the "Cokelat Pena" business project which aims to improve business management through various business analyzes and strategies such as Market and Competitor Analysis, SWOT Matrix, Five Forces, and Balanced Score Card, and Boston Consulting Group Matrix. Business performance evaluations and financial metrics measurements have also been carried out to measure the success of business model implementation and identify areas that require improvement in the future. Keywords: Cokelat Pena, Business Evaluation, Business Development Abstrak. Kuliner sebagai bagian industri kreatif saat ini banyak bermunculan di kota – kota besar. Bisnis kuliner minuman yang marak berkembang di Indonesia adalah olahan Cokelat. Cokelat Pena pun melakukan inovasi, terhadap minuman olahan Cokelat yang mengutamakan aspek kebermanfaatannya bagi masyarakat. Sehingga menjadi minuman instan dan seduh berkhasiat serta banyak manfaat, yang dimana mengkolaborasikan tumbuhan herbal seperti akar wangi (Vetiveria Zizanoides) dan kayu manis (Cinnamomum Verum) untuk kesehatan didalamnya dan dikenal dengan  cokelat herbal “Cokelat Pena”. Sengitnya persaingan membuat Cokelat Pena perlu meredefinisi strategi pengembangan bisnis dengan meninjau berbagai aspek. Laporan ini menyajikan hasil dari proyek bisnis "Cokelat Pena" yang bertujuan untuk meningkatkan pengelolaan bisnis melalui berbagai analisis dan strategi bisnis seperti Analisis Pasar dan Kompetitor, SWOT Matrix, Five Forces, dan Balanced Score Card, dan Boston Consulting Group Matrix. Evaluasi kinerja bisnis dan pengukuran metrik keuangan juga telah dilakukan untuk mengukur keberhasilan implementasi model bisnis dan mengidentifikasi area yang memerlukan perbaikan di masa depan. Kata Kunci: Cokelat Pena, Evaluasi Bisnis, Pengembangan Bisnis