Marketing Strategy for Foodcourt Business Case Study of FoodStep Parahyangan Residences Bandung

• Main Author: Adi Santoso - 29116361, Beni
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26068
• Institution: Institut Teknologi Bandung

FoodStep is a foodcourt managed by PT. JKS under Agung Podomoro Group. Started <br /> <br /> in 2016, FoodStep began to operate under a tight competition in the area of UNPAR college in <br /> <br /> Ciumbuleuit Bandung. FoodStep main issue is the low tenant occupancy that cause the low <br /> <br /> revenue for FoodStep. Not only that, tenants also complained the problem of low revenue in <br /> <br /> FoodStep, resulting in high tenant’s turnover. FoodStep seeks solutions by analyzing internal <br /> <br /> and external situation and doing consumer-based research to increase FoodStep revenues. <br /> <br /> Researcher analyzing the external and internal condition of FoodStep. The external <br /> <br /> analysis includes PEST analysis, Porter 5 Forces, Competitor analysis, and consumer analysis. <br /> <br /> Meanwhile Internal analysis includes resources analysis, Marketing Mix, STP, and Importance <br /> <br /> and Performance Analysis. Researcher did the analysis using observation and secondary data, <br /> <br /> except in consumer analysis and IPA analysis which is double checked by quantitative research <br /> <br /> using primary data collected by consumer survey. The last is mind-mapping by using root cause <br /> <br /> analysis. Researcher resumed the analysis in the SWOT analysis. <br /> <br /> Researcher proposed business solution using TOWS Matrix. Based on TOWS Matrix, <br /> <br /> management can implement some solutions. Those result is one bundled of strategies that need <br /> <br /> to be implemented as whole, therefore is classified based on each 7P’s of Marketing Mix. The <br /> <br /> proposed 7P’s Marketing Mix consists of Product strategy ( creating menu for sharing activities, <br /> <br /> redesigning shophouses for FoodStep tenants, and creating practical rentable units), Place <br /> <br /> Strategy (creating coworking spaces and creating separated smoking area), Price Strategy <br /> <br /> (adjusting meal portion for students), Promotion strategy (collaborating for events, using social <br /> <br /> media as marketing tools, quantity based promotion, program for middle-up customers, limited <br /> <br /> tenant voucher, and promotion for tenants to open in FoodStep), People Strategy (Hiring <br /> <br /> marketing communication staff), Process strategy ( active marketing from tenants to visitors) <br /> <br /> and Physical Evidence Strategy (improving facilities for displaying tenants information). The <br /> <br /> last chapter exlained the conclusion from the research and action plan and financial analysis in <br /> <br /> order to FoodStep management can implement the proposed strategy.