Casscrunch Business Development Strategy Through A Consumer-based Marketing Approach For Eco-friendly Cassava Chips

Abstract

This research aims to analyze the implementation and development of the CassCrunch business, which is an innovative cassava chips business developed as part of the academic-based entrepreneurship practices. CassCrunch presents cassava-based snack food processed into chips with a crispy texture, modern taste, and environmentally friendly packaging based on a standing pouch. This business concept targets the young generation market segment, especially Gen Z, by having modern, practical, and attractive product visuals. Marketing strategies are implemented online through social media like Instagram and offline through direct sales, using a creative and interactive content approach to boost brand awareness. The research method used is descriptive, using an empirical approach based on real data during the process of business operations, including financial statements, production activities, and the implementation of marketing strategy. The research results show that CassCrunch has the ability to create a local snack positioning through product and packaging innovation that has added value. From a financial perspective, this business shows an upward revenue trend and relatively high profitability, supported by production cost efficiency and a gradually expanding scale. From an operational standpoint, the production process is carried out in a structured manner with the division of production batches to maintain product quality and consistency. In terms of human resources, a clear division of tasks between production, marketing, and distribution contributes to the effectiveness of business activities. But challenges remain, including fluctuations in demand and limitations of production capacity. Overall, the findings of this study indicate that the combination of product innovation, digital marketing strategies, and well-planned operational management is a crucial factor supporting the sustainability and growth of CassCrunch in the snack food industry.