PROPOSED BUSINESS STRATEGY FOR CREAMEL ICE CREAM
Creamel Ice Cream is an ice cream cafe located in JL. Ngagel Jaya Barat no. 37 Surabaya. Just like its slogan, a different way to eat ice cream, Creamel provide a unique creation of ice cream like ice cream in coconut shell, burger ice cream, red velvet ice cream, and many more. Creamel’s target...
Saved in:
Main Author: | |
---|---|
Format: | Theses |
Language: | Indonesia |
Online Access: | https://digilib.itb.ac.id/gdl/view/28098 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Institut Teknologi Bandung |
Language: | Indonesia |
Summary: | Creamel Ice Cream is an ice cream cafe located in JL. Ngagel Jaya Barat no. 37 Surabaya. Just like its slogan, a different way to eat ice cream, Creamel provide a unique creation of ice cream like ice cream in coconut shell, burger ice cream, red velvet ice cream, and many more. Creamel’s target market is young dynamic people who always love something new, and it is segmented into college student age 18 to 30 years old. Creamel Ice Cream are focusing on experience and customer can customize the product so they can make their own creation, so Creamel’s positioning is a different way to eat ice cream. <br />
<br />
From 2015 Creamel’s highest revenue is about Rp 70,000,000 per month and never touch up more than that numbers, we need strategies to gains sales and to compete with another competitor because food business barrier to entry is very low. from data can be seen that ice cream industry always grow each year, even projection of ice cream market grow to Rp 19.8 T in 2020, so Creamel’s revenue should grow too together with ice cream market industry in Indonesia. <br />
<br />
In this research we use various analysis tools in scanning internal and external environment. Internal environment STP show us Creamel’s target market is youth people with behavoior like to hangout and update cocial media and from 7P Marketing Mix we know that we have advantage in product and price. External environment is analyzed by 5 analysis; from PEST analysis we found that surabaya is industrial city that make us easy to search efficient supplier and surabaya is second largest city also second largest internet user,SWOT analysis show that Creamel’s strengths like many variation and have loyal customer able to deal with Creamel’s weaknesses, also opportunities can generate into sales but we should consider Creamel’s threats like rainy season and collage holiday season, Porter's Five Forces show us that we should anticipate possible entry of new competitor as we know that culinary industry barrier to entry is very low, from competitor analysis we have two related competitor to Creamel business Zangrandi and Rumah ice cream, and customer analysis show us that many Creamel’s customer reason come to creamel because want to hang out. The research method is conducted by questionnaire from Creamel’s customer.Using SWOT analysis result, the quadrant to show us which strategy type we should do can be defined by calculating IFE & EFE matrix, the result IFE & EFE matrix taken from AHP will be base for strategy formulation.After we know what type of strategy we will useSWOT matrix to formulate new strategy with considering result of customer analysis and PEST analysis, also we will use QSPM matrix approach attempts to objectively select the best strategy using result from IFE & EFE matrix and SWOT Matrix. <br />
<br />
After we use IFE & EFE Matrix we know that Creamel get quadrant I, it means that the strategy needed for the company today is grow and build strategy. So business growth strategy such as market penetration, market development product development, forward integration, backward integration, and horizontal integration should be right strategy. From SWOT matrix we found 7 possibility strategy there are; Franchise, CO Creation, Ice cream in packaging, Boost Promotion, New Signature Flavor, Co-operate with Go-food, and Developing Facilities. And after that we use QSPM matrix to find best strategy, we found final result highest score for relative attractiveness strategy are boost promotion and ice cream in packaging are the priority strategy. We planning to use google ads and have a campaign for boost promotion and we will do product validation first before launch Ice cream in packaging.The implementation of strategy focuses on to how Creamel can gain more sales. |
---|