PROPOSED MARKETING STRATEGY FOR BAKSO ACI GANTENG JAPATI STREET BRANCH

• Main Author: RUHYAT 29115174, ANGGA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25585
• Institution: Institut Teknologi Bandung

At this time, business in the culinary field is becoming a tempting trend for the perpetrators. Especially in Bandung area, which the majority of the population love the culinary world. Bandung itself is widely known as a million culinary city. Along with the increasingly critical level of public desire, more business actors are forced to continuously provide the latest innovations in terms of culinary world. Bakso Aci Ganteng is a business engaged in the field of culinary and classified as micro business. However, the sales in Bakso Aci Ganteng Japati street was stagnant or declined. <br /> <br /> <br /> Keeping in mind the end goal to make a viable and effective marketing strategy, the organization ought to break down its environmental circumstances which influence business’s performance. Environmental analysis is a key apparatus to identify all of internal components and external components. In inside examination, there are two tools, for example, marketing mix analysis and STP analysis. In external analysis, there are four tools, for example, PEST analysis, Porter's Five Forces analysis, competitor analysis and consumer analysis utilizing descriptive analysis and IPA. Author pick two strategies which will proposed to Bakso Aci Ganteng. The two proposed strategies that chose by author are social media and differentiation strategy. Author pick the two strategy for the most part since it will absolutely spend a lower cost in contrast with different choices strategies. With this research, social media promotion and differentiation strategies are used to solve the current problems facing the Aci Meatballs that will increase their sales based on the proposed strategy that will be implemented by them. <br />