MARKETING STRATEGY TO RESOLVE SALES ISSUE WITHIN A CULINARY BUSINESS IN PEKANBARU (CASE STUDY: GEPREKAN MAS ACENG)

• Main Author: HARRY PRABOWO/ 29116124, TEGUH
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31258
• Institution: Institut Teknologi Bandung

The culinary industry is an interesting subject to explore as many new ideas and creativity can be expressed from it. The ideas did not only come in the form of new kind of cuisines but also in the form of how an existing dish is modified to appeal according to the taste of a market segment. Ayam geprek is one of such example. The thesis will discuss one of the competing businesses called Geprekan Mas Aceng, a young business selling ayam geprek with a relatively steady growth. However, the company is also facing significant frequency of worker's turnover. The main goal of this report is to help the business in stabilizing its fluctuating sales and maximizing profitability which in extend could also help the company resolve another issue relating to worker’s turnover <br /> <br /> <br /> <br /> Methods for internal analysis such as STP and 7P Marketing Mix were used in assessing the strength and weakness of the company while methods for external analysis such as PESTEL, Porter’s 5 Force, Customer Analysis and Competitor Analysis were used in identifying the opportunities and threats associated to the current business condition. The result of Internal and External analysis were then plot together in SWOT analysis. From the SWOT Analysis, several Root Causes were determined regarding what caused the decrease of sale during second half of each month. The main root cause concluded was because the business needs to expand its brand awareness, especially towards more profitable customers with larger spending power. Using the TOWS analysis, several strategies were formulated <br /> <br /> <br /> <br /> The strategies consist of promoting awareness of the business by utilizing the help of its loyal customers to endorse the business to their families, friends and associates. In return, the business would provide them with discounts on more expensive dishes which they seldom buy due to the price. Another strategy is to develop new dish which is more suitable for children to encourage the adults to take their families to dine at Geprekan Mas Aceng <br />