MARKETING STRATEGY FORMULATION OF TAKE A BOWL

• Main Author: Putri Ramadhani, Retno
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35527
• Institution: Institut Teknologi Bandung

A food business in Jakarta offers many types of food. Take a Bowl is Indonesian rice bowl which provides spicy food. Currently, it is located at a food court which close to a University. Food court concept is now high on trend as a hangout place for youth. Most people who came to the store were student and people nearby. In addition, Take a Bowl join as a merchant on ojek online application named Gojek to sell the product. It using Instagram to promote the product such as influencer services and Instagram advertising. It is a newly food business in that area which many people still unaware of it. Take a Bowl has distributed brochure to introduce this business to people which it only done once. Technology provides easy way to get and share any information. In this case, Take a Bowl is lack of promotion and does not maximize it through any media. Take a Bowl offers customized menu but it encounters that is inefficiency for company. Also, it does not meet the sales target per month and only few customers who order the product. It affected the sales performance which tend to diminish. In order to gather the information, this research is using survey questionnaire which divided in two aspects for offline and online. The questionnaire for offline aspect was distributed to people nearby the store, meanwhile the online aspect was distributed to people who lived at West Jakarta, South Jakarta, and Tangerang. For deeper analysis, the internal and external environment must be done properly. This research uses Five C’s which company is part of internal environment and the remain of it are explain the threat and opportunity from external environment. The other external environment tool is Competitive Profile Matrix which uses to compare Take a Bowl with several competitors and appraised by the owners and employee. To identify more on internal environment, it used STP and Marketing Mix which explains the current situation of Take a Bowl. All those tools are form to SWOT Analysis. As the result, Take a Bowl is the worst if compare with the competitors and lack of activities to attract customers. In order to solve these issues, proposed the new marketing strategy will help company performance. There are adjustment in STP and the Marketing Mix are totally different than the existing. Afterwards, Take a Bowl should change in more variety way and more attractive. The next plan is to open new branch near colleges to gain broader Jakarta and Tangerang area. Also, it renews the menu which more efficient for company with the prices adjusted to it. Take a Bowl will be done some activities regarding the promotion which more often and even. This promotion will be scheduled well as implementation plan. This implementation plan will be implemented for the next two years which is intermediate term. A food business is turbulence depend on its trend.