PROPOSED MARKETING STRATEGY FOR INSTANT FOOD START-UP BUSINESS USING JUDO STRATEGY (Case Study: PRIVILATTEA)

• Main Author: INDRIYANI BUDIMAN 29115156, PRIMA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23708
• Institution: Institut Teknologi Bandung

Privilattea is Instant food brand that produce instant silky pudding powder based <br /> <br /> <br /> <br /> in Bandung, Indonesia. Privilattea was established in 2015 and focused the <br /> <br /> <br /> <br /> activity in production and selling process of the product. Privilattea produce silky <br /> <br /> <br /> <br /> pudding powder in various flavor (green tea, thai tea, taro, red velvet, coklat, <br /> <br /> <br /> <br /> vanilla blue, bubble gum, coffee latte, and fruits variant). Privilattea come as <br /> <br /> <br /> <br /> solution for family that desire a special dessert with affordable price. <br /> <br /> <br /> <br /> The research is aimed to offer the best strategy for Privilattea in order to face the <br /> <br /> <br /> <br /> recent problem in marketing area. The research use literature studies and <br /> <br /> <br /> <br /> analytical management tools as methodologies. The literature study was done <br /> <br /> <br /> <br /> using textbooks, previous related research, and government report. Analytical <br /> <br /> <br /> <br /> management tools that was used are Marketing mix and STP analysis to identify <br /> <br /> <br /> <br /> internal condition of Privilattea. Conjoint analysis, porter five force, and <br /> <br /> <br /> <br /> competitor analysis was used to identify the external condition of Privilattea. Both <br /> <br /> <br /> <br /> of the external and internal analysis result was used in SWOT analysis to state the <br /> <br /> <br /> <br /> recent condition in Privilattea. <br /> <br /> <br /> <br /> The previous analysis identified that high threat of competitor as the cause of <br /> <br /> <br /> <br /> problem in Privilattea. Using the result of STP and conjoint analysis, Privilattea <br /> <br /> <br /> <br /> proposed product positioning and marketing strategy. The proposed marketing <br /> <br /> <br /> <br /> strategy use judo analysis, it helps Privilattea to fight the high threat of <br /> <br /> <br /> <br /> competitor. <br /> <br /> <br /> <br /> Privilattea future research should be about inventory and supply chain <br /> <br /> <br /> <br /> management that related to the high threat of supplier.