STUDI KELAYAKAN PENGEMBANGAN USAHA SHINSEKAI JAPANESE

Abstract

This study discusses market, marketing, and technical-operational aspects in the development of Shinsekai Japanese Food business. The market aspect covers the analysis of the increasing demand for Japanese cuisine in Indonesia, particularly among the younger generation. Market segmentation is conducted based on demographic, psychographic, and geographic factors to determine the appropriate target consumers. A competitor analysis is also performed to assess the business's position in the market and identify differentiation opportunities. On the marketing side, integrated strategies in branding, promotion, pricing, and distribution are proposed to enhance product attractiveness and accessibility. The technical and operational aspects, including location selection, restaurant design, production technology, and operational management, are also discussed to ensure business sustainability. Considering these factors, Shinsekai Japanese Food is expected to achieve sustainable success in the Indonesian culinary market.