MARKETING STRATEGY FORMULATION IN FAMILY BASED BUSINES (CASE STUDY OF MOUNTOYA)

• Main Author: Fathi Zahidin (19015023), Hamid
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27659
• Institution: Institut Teknologi Bandung

Mountoya is a mineral water company owned by family in Cirebon that is currently trying to penetrate <br /> <br /> the market in Jakarta and Bandung. Currently, AMDK's market demand is increasing but Mountoya <br /> <br /> cannot increase its share market. During 2014 to 2017 Mountoya experienced an increase in the amount <br /> <br /> of mineral water production, but increased production of Mountoya was not matched by an increase in <br /> <br /> market share. Market share Mountoya has decreased from 2014 to 2017. Based on that situation, <br /> <br /> Mountoya needs to identify the root cause of their business issue. This research was conducted to <br /> <br /> understand the business environment of the mineral water industry especially Mountoya and formulate <br /> <br /> marketing strategy for Mountoya to increase their market share. <br /> <br /> The approach used a qualitative approach by interviewing the management of Mountoya and <br /> <br /> interviewing consumers from Mountoya. The method used is to analyze environmental scanning, <br /> <br /> including external analysis and internal analysis. the results of further analysis formed into the strategy <br /> <br /> formulation include business strategy formulation, functional strategy, and marketing strategy <br /> <br /> formulation. Data validity using the triangulation method. <br /> <br /> Based on data that has been analyzed the root cause of Mountoya is the competitor, distribution, <br /> <br /> production, and promotion. Mountoya has a low price and attractive packaging but the product is hard <br /> <br /> to find. Mountoya is still inferior to larger products such as Aqua and Le Minerale. <br /> <br /> The conclusion and recommendation of this research are that Mountoya still should make a product <br /> <br /> introduction to the community. Promotion from Mountoya should be improved again such as the <br /> <br /> introduction of app features, price bundling, and collaboration with the content creator.