FRESTEA'S FLANK ATTACK STRATEGY TO INCREASE MARKET SHARE IN BOGOR CITY

• Main Author: RIMBAWAN SUSANTO (NIM : 29107330); Pembimbing: Dr. Reza A. Nasution, ASEP
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18088
• Institution: Institut Teknologi Bandung

market of beverages is the second highest, following packaged mineral water (AMDK) with a considerable improvement rate each year. This has encouraged national and multinational companies to join the market, and led to higher competition. As a relatively new company in RTD tea, Coca-Cola launched a tea product named Frestea to compete with the market leader for RTD tea, SOSRO. <br /> <br /> <br /> Considering Coca-Cola's youth and SOSRO's domination, Coca-Cola applied an appropriate marketing strategy to win the competition, and as a result, increased the <br /> <br /> <br /> sales of Frestea. Moreover, the strategy application is conducted by putting target markets outside the main marketing area including Jakarta, and Bogor is chosen as an area to apply this strategy. The purpose of this research is to give recommendations for Frestea's marketing strategy in order to win the competition in RTD tea in Bogor. The recommendations are compiled by completing several analyis related to marketing strategy, inlcuding analysis of business situation, marketing strategy, Bogor area, outlet, brand equity, <br /> <br /> <br /> consumer characteristics, and TOWS. Based on the result of research, it is discovered that there is still a strong domination of SOSRO in Bogor. This is seen by a high availibility and brand equity of SOSRO compared to Frestea. Therefore, the recommended action for marketing strategy is focused on using marketing mix concept to improve its availibility and brand equity through implemented flank attack. Flank attack is a marketing strategy by attacking the weak point of opponent by using of own strengths. By doing so, chance of success is considerable. This strategy is applied to Bogor City with sequence of penetration Bogor Timur, Bogor Selatan, <br /> <br /> <br /> Bogor Tengah, Bogor Utara, Bogor Barat, and Tanah Sareal.