MARKETING STRATEGY FOR CHOCOLATE BEVERAGES BUSINESS (CASE STUDY : COKELAT KLASIK BANDUNG)

• Main Author: HAMIM SULTONI 29115570, MOHAMMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23120
• Institution: Institut Teknologi Bandung

Trend of food and beverage industry in Asian market shows a positive growth. it is showed <br /> <br /> <br /> <br /> that nominal growth in the region over the next five years is expected to average 9% per year <br /> <br /> <br /> <br /> compared to a global average of 6.4% per year. Cokelat Klasik as a business in the F&B line <br /> <br /> <br /> <br /> optimistic to fight in the market and competition. For over eight-months-operation, Cokelat <br /> <br /> <br /> <br /> Klasik has a main hypothesis problem about the unreached target sales. According to the data, <br /> <br /> <br /> <br /> percentage of reachable target sales of Cokelat Klasik is 54% and is still unreached target <br /> <br /> <br /> <br /> sales. So, this research have goals to know the effective marketing strategy that’s can be <br /> <br /> <br /> <br /> implemented for the next step. <br /> <br /> <br /> <br /> <br /> The approach used is qualitative methods. The depth-interview will be primary data to collect <br /> <br /> <br /> <br /> information from external environment. Then, literature review is also used to support <br /> <br /> <br /> <br /> analysis as secondary data. Internal data will be analyzed using Business Model Canvas, 4Ps <br /> <br /> <br /> <br /> Analysis, STP (Segmenting, Targeting, and Positioning) and Strength & Weakness. External <br /> <br /> <br /> <br /> data will be analyzed using the Porter Five Forces, Competitor Analysis and Opportunity & <br /> <br /> <br /> <br /> Threat. Then, the internal data and external data will be analyzed in TOWS Matrix. <br /> <br /> <br /> <br /> <br /> The proposed solution is derived from the new marketing mix and Program of Integrated <br /> <br /> <br /> <br /> Marketing Communications (IMC). The element of IMC that’s used is consist of six tools, <br /> <br /> <br /> <br /> which are: advertising, sales promotion, event and sponsorship, direct marketing, and <br /> <br /> <br /> <br /> digital/internet marketing. The implementation plan is set on one year periods which is from <br /> <br /> <br /> <br /> Sept 2017 until August 2018. <br />