PROPOSED MARKETING COMMUNICATION STRATEGY FOR CO-WORKING SPACE IN BANDUNG (CASE OF MANAMI SPACE)

• Main Author: Andira Lauria 29115015, Rizki
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24064
• Institution: Institut Teknologi Bandung

Manami Space is a shared workspace that aims to accommodate creative youth to enhance <br /> <br /> <br /> <br /> entrepreneurial ecosystem with diverse background to collaborate and share ideas. A co-working <br /> <br /> <br /> <br /> space that is located in South Bandung and was established on September 2016 believe that every <br /> <br /> <br /> <br /> single individual has great talent and ideas. As an open working ecosystem, Manami Space wants <br /> <br /> <br /> <br /> each single individual in Manami Space have the same opportunities and rights to state the <br /> <br /> <br /> <br /> business idea and make it coming true. <br /> <br /> <br /> <br /> <br /> For almost a year the business is running, the number of visitors who use Manami co-working <br /> <br /> <br /> <br /> space does not show a significant amount, experienced drastic fluctuation, no second visit from the <br /> <br /> <br /> <br /> customer and suffered loss for months. The issue can be seen from data taken from the last 8 <br /> <br /> <br /> <br /> months from September 2016 to May 2017. The research conducted aims to determine the <br /> <br /> <br /> <br /> marketing strategy performance by also proposing recommendations of effective marketing <br /> <br /> <br /> <br /> strategy and most probably done by Manami Space. <br /> <br /> <br /> <br /> <br /> In conducting research, a number of tools used in collecting data, such as PEST analysis and <br /> <br /> <br /> <br /> Porter Five Forces Analysis that aims to analyse factors that may affect the business beyond <br /> <br /> <br /> <br /> company ability to manage. STP analysis and marketing mix also used to analyse the company’s <br /> <br /> <br /> <br /> capability factors. <br /> <br /> <br /> <br /> <br /> The resulting research then combined to perform SWOT analysis, where it can be concluded that <br /> <br /> <br /> <br /> Manami Space’s weakness is in the marketing activities. Based on data, customer segmentation <br /> <br /> <br /> <br /> aged 20-25 years old is most segments that come to Manami Space to use its shared workspace. <br /> <br /> <br /> <br /> Therefore, Manami Space can adjust its marketing strategy in accordance with the segmentation to <br /> <br /> <br /> <br /> increase the number of visitors. <br /> <br /> <br /> <br /> <br /> The implementation of marketing strategy proposed by the researcher are put more emphasis on <br /> <br /> <br /> <br /> creating social media content with geek theme, cooperate with tenants focused on creative <br /> <br /> <br /> <br /> industry, promotion that include retention promo, couple promo, national holiday promo, blogger <br /> <br /> <br /> <br /> and Line@ buzzer as the public relation, tenant as personal selling and Manami Space as the <br /> <br /> <br /> <br /> sponsor to give free voucher for product bidding event.