PROPOSED MARKETING COMMUNICATION STRATEGY FOR FOOD & BEVERAGES INDUSTRY (CASE STUDY: CETHUT KOPI)
The cafe and coffee shop business is growing rapidly in the current era, and can be used as a profitable business in this modern era. Today, drinking coffee is not just an activity that is considered normal, but has become a lifestyle. This is indicated by the increase in coffee shops in several ci...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/33581 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The cafe and coffee shop business is growing rapidly in the current era, and can be used as a profitable business in this modern era. Today, drinking coffee is not just an activity that is considered normal, but has become a lifestyle. This is indicated by the increase in coffee shops in several cities, including Jakarta., Cethut Kopi is a coffee shop that has a focus on culinary in East Java, especially Banyuwangi, with serving coffee products as a mainstay beverage menu and also typical cethut rice for its flagship food menu. This coffee shop has been established since December 2017, before one year since they were selling, Cethut has two branches, namely in Lebak Bulus and Satrio (Brass). The problem faced by Cethut is that they can not meet the expected sales target, So this it makes the cethut has a business issue to solve
The purpose of this study was to be able to form the right marketing communication strategy for Cethut to be able to make Cethut's social media engagement increase, and also be able to increase sales from Cethut, by making marketing communication strategies. In proposing an appropriate strategy for cethut by using an analysis of internal and external conditions on cethut. internal analysis of the STP analysis and from the supplier mix analysis (7P). Whereas external analysis consists of PEST analysis, Porter's 5 forces analysis, and competitor analysis. The result is that the main problem is in the marketing department, such as the lack of social media engagement with Cethut. To overcome these problems, SWOT analysis is used, which after that was developed into a TOWS matrix, and in this study Matrix TOWS was formulated into several appropriate marketing communication strategies.
The result of several marketing actions. One of the things that is considered crucial and can be done by Cethut is optimizing the use of social media, namely Instagram and Facebook, which can be used as a tool to increase consumer engagement against Cethut. Some strategies such as endorsement, paid promotion can help Cethut to overcome their problems. In addition to digital marketing, Cethut can also create an event that can be used to increase sales from Cethut.
|
|---|