| dc.description.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. | en_US |
