PROPOSED STRATEGY FOR INCREASING COMPETITIVENESS IN COFFEE MARKET (CASE STUDY: ESSENTIEEL BREWING POINT, BANDUNG)

• Main Author: Alfian Irwanto 29116058, Khanif
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28470
• Institution: Institut Teknologi Bandung

Essentieel Brewing Point is a brewer coffee brand that uses a great quality coffee bean and established in 2017. The Brewing Point located at Leis Cafe (Cisitu, Dago Asri, Bandung). The company provides any variance of coffee such as manual brewing coffee, espresso-based, milk-based coffee, non-coffee, and Essentieel Brewing Point signature. Essentieel as a startup company has fluctuated sales, based on the company sales data from November 2017 until July 2018. The company has a problem, there is a gap between company capabilities and current sales condition. Essentieel targeted 2,5% market share from the total potential coffee drinker in Dago, but in current condition, the company only get 1,8% of market share. <br /> <br /> This study aims to determine the Essentieel cause, discussing the suitable solution to solve the cause of company problem and how to implement the solution. The research method used in this study is a qualitative method. Qualitative method is used to obtain primary data from an interview, FGD, and observation. In this research, there are several analysis that conducted such as company capabilities, market and competitor analysis. The company capability analysis utilizes scanning functional business area. Market analysis in this research used to identify customer behavior and buying decision about a coffee product in Dago area. The market analysis uses customer analysis (interview). The competitor analysis utilizes marketing mix (4P) and the average number of customers as comparison attribute for benchmarking Essentieel competitor. <br /> <br /> Based on the analysis, the researcher obtain root cause utilize fishbone diagram and the owner judgment, Essentieel has the main problem on product and promotion sector. Due to the root cause is consist of product and promotion, the researcher utilizes the Ansoff matrix as the foundation for formulating the strategy. Furthermore, to solve the problem, the researcher utilizes market development strategy and implement that strategy with the AIDA model. <br /> <br /> There are several solutions based on AIDA stage, in the attention stage company create an attractive flyer and distribute, in the interest stage company create cupping day, the desire stage company create custom personal flavor, and the action stage company create a loyalty program. Based on the aforementioned solution, the attention stage solution will execute simultaneously, the interest stage solution will execute every 4 months, the desire stage solution will implement every 3 months. The action stage solution which is a loyalty program and happy hours program will apply in 1 year. The company needs to spend Rp 24.960.000 to implement the business solution. <br /> <br />