THE IMPORTANCE OF MARKETING IN DEVELOPING PAPA COFFEE SMALL MEDIUM ENTERPRISE MODEL IN BANDUNG

• Main Author: Naufan Noor, Ahmad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/35446
• Institution: Institut Teknologi Bandung

Papa Coffee is a small and medium business engaged in the food and beverage industry. Papa Coffee has been established for almost 2 years. Papa Coffee sell products with coffee specifications originating from Aceh. Papa Coffee have done marketing both traditional and modern. This study focused on modern technology-based marketing using internet media. Researcher think that marketing is a very important activity in terms of building a business. In this thesis, Researcher use several marketing tools that are suitable for promoting the products to customers, which researcher will choose to be a case study. Researcher hope this thesis research can help readers better understand the development of small businesses in Bandung in terms of marketing perspectives, especially what has been done by the Papa Coffee business. Thesis is scientific research, and researcher use quantitative research methods. Researcher used a survey method questionnaire to customers who bought products from Papa Coffee to learn about the potential of marketing results that Papa Coffee has made, which later expected researcher to help develop business with more specific targets. This research uses the marketing element applied in the case study. Marketing is an important tool for growing and developing a business and when applied to certain cases, it creates a good effect for business, because it can help companies achieve their goals. This study selected several questions in the form of questionnaires that researchers immediately asked by discussing directly with consumers. Based on the results of the survey, researcher recommend that new business owners, who want to grow their business, can choose the right marketing and target market methods as effective tools to promote their business. It can be concluded that the owner must be able to recognize and classify their customers based on existing segmentation, this is done in order to reach the right market share in line with expectations and also it is done as a way to confirm Papa Coffee's branding position.