STRATEGIC APPROACH TO DRIVE BUSINESS GROWTH IN THE FOOD AND BEVERAGE INDUSTRY (STUDY CASE: BAHAGIA KOPI) FINAL PROJECT In partial fulfilment of the requirements for the master’s degree from Institut Teknologi Bandung By ADIB PUTRA PRADEWA Student ID: 29123029 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG February 2025 i ABSTRACT STRATEGIC APPROACH TO DRIVE BUSINESS GROWTH IN THE FOOD AND BEVERAGE INDUSTRY (STUDY CASE: BAHAGIA KOPI) By Adib Putra Pradewa Student ID: 29123029 (Master of Business Administration Program) The coffee industry in Indonesia has experienced rapid growth, with increasing demand and increasingly tight competition in the market. Bahagia Kopi, one of coffee shops that faces challenges related to slowing sales growth and stagnant assets growth. To support sustainable growth, Bahagia Kopi needs to implement the appropriate strategy. This study aims to evaluate the most appropriate growth strategies for Bahagia Kopi, with a focus on Improvement and Scaling. The research method used is a mixed-method, which combines qualitative data from semi-structured interviews with the owners and quantitative analysis using the Analytic Hierarchy Process (AHP) method and financial analysis. In the short term, improving operational efficiency and service quality standards are the main priorities, which require investment in employee training and performance-based incentives. In the long term, a branch expansion strategy is chosen as the main step for growth, with the initial stage focused on Bandung. The main challenge in this strategy is funding, because the company still relies on internal funding sources. Based on the analysis of the 2023 financial statements, Bahagia Kopi has increased profitability, but there is still a funding shortfall of 32% of the total investment needed for expansion. To cover these needs, Mixed Financing is the most balanced option because it maintains a healthy cash flow and solvency ratio. With a cautious and not too aggressive approach, Bahagia Kopi can optimize business growth without increasing excessive financial risk, ensuring safe and sustainable growth. Keywords: Business Growth, Food and Beverage Industry, Four Ways To Grow ii ABSTRAK PENDEKATAN STRATEGIS UNTUK MENDORONG PERTUMBUHAN BISNIS DI INDUSTRI MAKANAN DAN MINUMAN. (STUDI KASUS: BAHAGIA KOPI) Oleh Adib Putra Pradewa Student ID: 29123029 (Program Studi Magister Administrasi Bisnis) Industri kopi di Indonesia mengalami pertumbuhan yang pesat, dengan permintaan yang terus meningkat dan persaingan pasar yang semakin ketat. Bahagia Kopi, salah satu kedai kopi yang menghadapi tantangan terkait pertumbuhan penjualan yang melambat dan pertumbuhan aset yang stagnan. Untuk mendukung pertumbuhan yang berkelanjutan, Bahagia Kopi perlu menerapkan strategi yang tepat. Penelitian ini bertujuan untuk mengevaluasi strategi pertumbuhan yang paling tepat bagi Bahagia Kopi, dengan fokus pada Improvement dan Scaling. Metode penelitian yang digunakan adalah mixed-method, yaitu menggabungkan data kualitatif dari wawancara semi terstruktur dengan pemilik dan analisis kuantitatif menggunakan metode Analytic Hierarchy Process (AHP) serta analisis finansial. Dalam jangka pendek, peningkatan efisiensi operasional dan standar kualitas layanan menjadi prioritas utama, yang memerlukan investasi dalam pelatihan pegawai dan insentif berbasis kinerja. Dalam jangka panjang, strategi perluasan cabang dipilih sebagai langkah utama untuk pertumbuhan, dengan tahap awal difokuskan di Bandung. Tantangan utama dalam strategi ini adalah pendanaan, karena perusahaan masih mengandalkan sumber pendanaan internal.