MARKETING STRATEGY FORMULATION OF FOOD PRODUCT: CASE STUDY OF SAMBAL “ROAR”

• Main Author: Prisilia Gunadi 29116180, Nikita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29630
• Institution: Institut Teknologi Bandung

The purpose of this research aimed to analyze what are the internal and external factors that can affect the product marketing strategy of ROAR and what are the appropriate alternative strategies that can be chosen by ROAR to be applied in marketing their products. <br /> <br /> This research is used a qualitative approach with matrix and data analysis which contains of several research data. The first data is obtained from observation through interview or questionnaire, company personal document, primary data, and also academic journals. The secondary is obtained from Internal and external analysis using Internal Factor Evaluation (IFE) Matrix and External Factor Evaluation (EFE) Matrix, Internal External (IE) Matrix), SWOT Matrix, and Quantitative Strategy Planning Matrix (QSPM). <br /> <br /> The results of the Internal-External Matrix (IE) show that ROAR is in the position of growth and build where the right strategy to be applied is an intensive strategy consisting of market penetration, market development, and product development) or integrative strategies (integration forward, backward and horizontal). The results of the SWOT analysis produced 10 alternative strategies; 1) Maintaining the taste and characteristics of the product to maintain the quality of products; 2) Making the products taste delicious, with good quality and durable without preservatives; 3) Utilizing the means of social media which is that the product can be marketed more widely; 4) Conducting promotional activities on social media; 5) Finding strategic places to be used as the offline store; 6) Increasing the production capacity; 7) Creating new variant menus; 8) Establishing a fair cooperation with the suppliers to get cheaper raw materials; 9) Selling the products at affordable prices; 10) Conducting promotional activities both online promotions and offline promotions so that products can be known to the wider community while keep maintaining the distinctive taste of the product provide unique value compared to similar competitor’s product. <br /> <br /> The priority strategy that must be implement by ROAR based on the analysis using the Quantitative Strategy Planning Matrix (QSPM) with the largest TAS (Total Attractive Score) value is conducting promotional activities both online promotions and offline promotions so that products can be known to the wider community while keep maintaining the distinctive taste of the product provide unique value compared to similar competitor’s product with TAS (Total Attractive Score) 6.609. <br />