EXPANSION STARTEGY THROUGH PRODUCT AND MARKET DEVELOPMENT (CASE: MAKKU BAKED GOODS)

• Main Author: Nova Cahjati Poetry (29116048), Roma
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30665
• Institution: Institut Teknologi Bandung

Creative industry have become popular words in Indonesia. The gross domestic product (GDP) of the country's creative economy grew by 62.07 percent in last five years and culinary sector accounted 32.4% of the growth. Furthermore, the consumption of freshly baked products is increased. Thus, Makku Baked Goods as one of small-medium enterprise (SME) take a part and participate in the market. Makku Baked Goods is an online-based bakery business which come to market to fulfill the needs of people who seeks for homemade and freshly baked baking products. This research aim to identify the problems and the root cause that experienced by the company and proposed strategy to solve the problems. Makku Baked Goods has been running the business from March 2017, but there are three main issues experienced by the company, including sales dependently affected by trend and event, low marketing effort, and low management performance. <br /> <br /> This study is using qualitative research approach which the data obtained from historical company data (sales and customer profile) and depth interview. Depth interview done with Makku’s stakeholders includes owner and employees. Furthermore, interview conducted to current Makku’s customers to gain customers’ perspectives about current performance of company to support the data. Internal and external analysis has been done in order to identify company’s SWOT. Root Cause Analysis (RCA) is conducted to identify the main problem faced by Makku Baked Goods which is unsustainable and low sales throughout the year. <br /> <br /> After identifying SWOT and RCA, TOWS matrix has made to form strategic possible alternatives. Thus, selected strategies are purpose to addressed company’s business issues. The best alternative strategies include develop new product, create Makku Cookies Spot as pickup point, explore affordable yet effective digital marketing activities, and join bazaar/culinary event. These four strategies could work together in an integrated manner to boost Makku’s sales and make it remains sustainable all over the year. <br />