PROPOSED MARKETING STRATEGY FOR KEDAI MAJESTIC

• Main Author: DARMASAPUTRA , RANDI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30201
• Institution: Institut Teknologi Bandung

Culinary industry is one of the main core of creative industry in Indonesia. Supported by the government through Badan Ekonomi Kreatif and also the growth of tourism industry which also supported by the government, makes the culinary industry one of the greatest contributor to GDP of Indonesia Economy. Numerous number of businesses in the culinary industry makes the competition among competitors is very tight. <br /> <br /> Kedai Majestic is one of the business in culinary industry which established in July 2017. Tight competition among competitors in the industry causing problem to the new café. The café experiencing decreasing revenue after two months running and never reached the target revenue. As a new established business in the industry, Kedai Majestic should have good strategy to compete and sustain in the industry. Therefore, this research is aim to create and develop marketing strategy in order to solve the problem. <br /> <br /> It is important to write a decent report which use appropriate research method. This research used mix method which combined qualitative and quantitative method. Qualitative method used in obtaining data regarding internal analysis while quantitative method used in obtaining data regarding customer analysis Secondary data used to support primary data as a guidance to formulate strategy. The data used to analyze the external and internal environment. Root cause analysis is conducted to find the root cause of the problem which faced by Kedai Majestic by using fishbone diagram. The root cause problem faced by Kedai Majestic is they do not have a good marketing strategy which seen on their product and promotion. <br /> <br /> Author develop TOWS matrix in order to develop marketing strategy which obtained from SWOT analysis. Before conducting SWOT analysis, analysis through the external and internal environment of Kedai Majestic is conducted. In order to analyze the external environment, PEST Analysis, Porter's five forces analysis, competitor analysis and customer analysis is conducted. While to analyze internal environment, author use STP analysis and marketing mix. <br /> <br /> After conducting the analysis, author develop recommendation regarding marketing strategy as a solution to the problem. Author hope the results of the research could be solved the problem which faced by Kedai Majestic. <br />