MARKETING STRATEGY FOR START UP BUSINESS (CASE: ULEN ELIN)

• Main Author: JAUHARI 29115593, RUNI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24131
• Institution: Institut Teknologi Bandung

Industry nowadays is growing into significant amounts, both big scale of industry and the <br /> <br /> <br /> <br /> small one. Micro business and small business’s growth based on Badan Pusat Statistik (BPS) <br /> <br /> <br /> <br /> from 2010 until 2015 was increased quite high for example, micro business was increased <br /> <br /> <br /> <br /> 0,09% until 10,09% business for each year including of micro business on food sector. The <br /> <br /> <br /> <br /> growth of food industry unfortunately dominated by modern food and people starts to forget <br /> <br /> <br /> <br /> how traditional taste was. As the quantity of business increase, therefore, the market <br /> <br /> <br /> <br /> competition will increase because the competitor will increase as well. Marketing, based on <br /> <br /> <br /> <br /> Kotler (2012), is managing profitable customer relationship since the goals of marketing <br /> <br /> <br /> <br /> attracts new customers by promising superior value and grow current customers by delivering <br /> <br /> <br /> <br /> satisfaction. <br /> <br /> <br /> <br /> Ulen Elin is ulen or uli which is traditional food from West Java and packed as frozen <br /> <br /> <br /> <br /> food. The touch of the original recipe was added to generate authentic Sundanese food. People <br /> <br /> <br /> <br /> are interested in modern and healthy lifestyle, therefore, Ulen Elin packed the product in <br /> <br /> <br /> <br /> modern design packaging and produce their product using non-preservation and artificial <br /> <br /> <br /> <br /> flavoring free. The revenue stream of Ulen Elin only consists of sales of ulen product. <br /> <br /> <br /> <br /> Currently Ulen Elin’s strategies to sell product was direct selling and joined exhibitions. There <br /> <br /> <br /> <br /> are two opportunities about selling Ulen Elin in Bandung, first is high volume product output <br /> <br /> <br /> <br /> and second is the high potential market. Regarding these opportunities, Ulen Elin’s sales <br /> <br /> <br /> <br /> suppose to be high. Since current strategies still generate low sales, Ulen Elin has to make new <br /> <br /> <br /> <br /> strategies in order to increase the number of sales. <br /> <br /> <br /> <br /> Analysis of Ulen Elin’s business issue started by environment analysis which is divided <br /> <br /> <br /> <br /> by internal analysis. External analysis consisting of Porter Five Forces and Competitor <br /> <br /> <br /> <br /> Analysis. Internal analysis consisting of Marketing Mix or 4Ps (Product, Place, Promotion and <br /> <br /> <br /> <br /> Price) and STP (Segmenting, Targeting and Positioning). Then, in order to find the root cause <br /> <br /> <br /> <br /> of Ulen Elin business issue, Ishikawa Fishbone Diagram was chosen to analyzing the root <br /> <br /> <br /> <br /> cause. Ulen Elin’s low sales volume of the product caused by several factors which is divided <br /> <br /> <br /> <br /> into 4 major factors according to 4Ps. <br /> <br /> <br /> <br /> According to business solution formulation using SWOT and TOWS Matrix, there are <br /> <br /> <br /> <br /> seven proposed strategies that summed on the new marketing mix or 4P’s. There are seven <br /> <br /> <br /> <br /> proposed strategies in new marketing mix for Ulen Elin i.e. product license, new variant on a <br /> <br /> <br /> <br /> certain period, put the product on consignment store, social media, promotion activities, <br /> <br /> <br /> <br /> supplier and bundle package. These strategies are prioritized by its level of priority to solve <br /> <br /> <br /> <br /> Ulen Elin’s business issue. New marketing mix generated the new business model of Ulen <br /> <br /> <br /> <br /> Elin which addressed to increase sales.