MARKETING STRATEGY MANG PANCAKE FOR MARKET PENETRATING AND GAIN MARKET SHARE

• Main Author: KURNIAWAN HOEDAJANTO (NIM : 29108071); Pembimbing: Dwi Larso Ph.D, SATRIYA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17183
• Institution: Institut Teknologi Bandung

Since the opening of Cipularang Toll in 2005, culinary business in Bandung city is growing very rapidly. Since then Bandung city is more famous as city of culinary then city of flower. Right now pancake have become one of the food that preferred by many people and so did the citizens of Bandung. Restaurants or cafes that serve pancake still relatively few and are sold with an expensive price. Mang Pancake is a brand that were created due to dissatisfaction of pancake lovers to restaurants / cafe / party that sells pancake today, both in term of price that is too expensive or from the taste of pancake that are "just ok". Because Mang Pancake brand were new and many people were not yet known, the turnover of Mang Pancake is not yet able <br /> <br /> <br /> to cover operating expenses and continue to experience losses, if this continue then Mang Pancake have to be closed. To overcome this, an appropriate strategic management plan must be formulated. Strategic management aims to determine the right strategy, so that it can solve the problems of the present and future. First thing first is to analyze the external environment <br /> <br /> <br /> (EFAS) then internal factors (IFAS) will be analyzed, both of the result of the analysis will then be combined and become SFAS. From SFAS it will be further reduced to TOWS, which will generate four solutions options that can be implemented. Mang Pancake aims to implement these four solutions but with this priority sequence: <br /> <br /> <br /> Weakness Threat Strategy, Strength Threat Strategy, Weakness Opportunities Strategy, Strength Opportunities Strategy. where strategic management consists of corporate strategy, business strategy and functional strategis. The solutions that were recommended is to improve operational process such as the creation of custom stove and implementation of cooking utensil where both can increase the production capacity of pancakes. While solutions for improving marketing process is distribution of food voucher, promotion through facebook and others. The business solutions will be implemented starting in June 2010. <br />