Manajemen Risiko Bisnis Kafe pada Bauran Pemasaran dengan House of Risk (HOR)

Abstract

Cafe X in Malang City is facing business challenges that may threaten its sustainability. To enhance its competitiveness, the café has reviewed its marketing strategy by integrating the 7P-based marketing mix (Product, Price, Place, Promotion, Process, People, and Physical Evidence) with risk management using the House of Risk (HOR) approach. This study aims to formulate an adaptive, market-oriented marketing strategy while proactively identifying and mitigating potential risks associated with each element of the marketing mix. In the first phase of the HOR analysis, 10 risk events and 22 risk agents were identified, with 7 priority risk agents determined based on the highest Aggregate Risk Potential (ARP) values and visualized using a Pareto diagram. In the second phase, 8 preventive actions were prioritized according to their Effectiveness to Difficulty (ETD) ratio and degree of difficulty of implementation. Recommended mitigation actions include optimizing digital promotional media, implementing systematic promotional strategies, enhancing cost-efficiency, developing market-driven product innovations, and strengthening human resource capacity to adapt to evolving market needs and café industry trends.

 Kafe X di kota Malang mengalami permasalahan dalam bisnis yang berpotensi menghambat kelangsungan usaha,  sehingga melakukan review implementasi startegi pemasarannya untuk  meningkatkan daya saing. Integrasi antara marketing mix berbasis 7P (Product, Price, Place, Promotion, Process, people dan Physical Evidence) dengan manjemen risiko menggunakan House of Risk menjadi salah satu solusi terpilih  bagi kafe X untuk menyelesaikan persoalan yang ada. Dengan menyusun strategi pemasaran yang adaptif dan berbasis kebutuhan pasar serta  secara proaktif mengidentifikasi dan mengelola berbagai risiko potensial dari tiap elemen bauran pemasaran.  Hasil penelitian ini menyebutkan pada fase HOR 1 teridentifikasi 10 risk event dan 22 risk agent serta 7 agen risiko prioritas dengan nilai Aggregate Risk Potential (ARP) tertinggi yang dimaping dengan diagram pareto. Pada fase HOR 2 dihasilkan 8 preventive action yang diprioritaskan sesuai dengan effectiveness to difficulty / ETD dan  tingkat kesulitan implementasi. Aksi mitigasi tersebut meliputi optimalisasi penggunaan media promosi digital, perancangan dan pelaksanaan strategi promosi yang sistematis, strategi efisiensi  biaya, inovasi produk berbasis pasar  serta penguatan kapasitas sumber daya manusia agar lebih adaptif terhadap kebutuhan pasar dan tren industri  kafe saat ini