#TITLE_ALTERNATIVE#

• Main Author: PRAWIRA ( NIM :29109007 ), WANDY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19647
• Institution: Institut Teknologi Bandung

today’s economy. Along with the traditional format of a business, many of the SMEs appear in the form of franchise businesses. Despite the advantages offered by the franchise businesses, one of the significant issues usually come up to the surface is the lack of <br /> <br /> <br /> <br /> <br /> marketing strategy implementation across the whole franchisees. ILP Antapani is one of the franchisees of International Language Programs that focuses on providing English learning services as its core business. Since its business inception in 2008 the company has yet to experience sustainable profitability. On the contrary, the company is experiencing a low occupancy ratio. The study to find the root cause was conducted using quantitative and qualitative method by <br /> <br /> <br /> <br /> <br /> means of surveys and in-depth interview respectively. The earlier would include consumer satisfaction survey and brand audit survey. The consumer satisfaction survey used judgmental sampling method that involved 200 respondents who were the existing students of ILP Antapani. Meanwhile, the brand audit survey used purposive random sampling that involved 100 respondents in Bandung area which contained students from other English courses and those who were not enrolled in any English course but in the market for one. The field work for brand audit, which was performed by Dinamic marketing consultant, was done by face to face personal interviews using structured questionnaires. On the other hand, the in-depth interviews involved 10 informants to reveal the value driver behind the purchase. Finally, the root cause analyses which covered the analyses of company, industry, competitors, existing consumers, and potential customers discovered that the business issue <br /> <br /> <br /> <br /> <br /> is mainly caused by communication issues, place constraints, product limitation, and intense competition. The proposed business solutions include the implementation of marketing mix with strong <br /> <br /> <br /> <br /> <br /> details in branding effort using integrated marketing communication. They comprise of the <br /> <br /> <br /> <br /> <br /> optimization of above-the-line mass media advertising and below-the-line brand activation initiatives as well as word of mouth spread using social media, and the launch of a new program to reduce the constraint due to location. It is believed that by implementing these <br /> <br /> <br /> <br /> <br /> proposed strategies ILP Antapani will be able to solve the business issue at hand and gradually performs as expected.