PROPOSED MARKETING MIX STRATEGY FOR PT AGI
Data provided by BPS in the city of Padang shows that people allocate 42% of their funds for food consumption. people use 37.70% percent of this budget for food and beverages. This data shows great opportunities for food and beverage businesses in Padang, PT AGI is one of them. PT AGI has been opera...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/44020 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Data provided by BPS in the city of Padang shows that people allocate 42% of their funds for food consumption. people use 37.70% percent of this budget for food and beverages. This data shows great opportunities for food and beverage businesses in Padang, PT AGI is one of them. PT AGI has been operating in the city of Padang since the 90s. However, PT AGI's market share has continued to decline. PT AGI's customers continue to decrease in number. In addition, based on data from Top Brand, community awareness of PT AGI is very small, only 2%.
To overcome this problem, this study analyzes PT AGI's internal and external environment to be able to obtain the SWOT tables needed to formulate a strategy. Internal analysis conducted is the analysis of Segmenting, Targeting and Positioning (STP) as well as the current marketing mix of PT AGI. Furthermore, the external analysis carried out is an analysis of the Political, Economic, Social and Technological (PEST) environment, Five Forces Porter analysis, competitor analysis, and Importance-Performance Analysis (IPA) of customers. The outcome of these analyzes are strengths, weaknesses, opportunities and threats for PT AGI. Then, the root of the problem is searched using the "5 Whys" method. The results obtained are a number of PT AGI's marketing mix variables that have underperformance because they are not in accordance with the conditions of the targeted customers. Methods use in this research design for people in age group of 15-29 years old.
There are several proposed improvements based on variables that have low performance. The solution is to mention the halal label in every promotion and packaging of PT AGI, strengthen the quality control policy to ensure cleanliness, health and freshness of each raw material, innovate the taste and variety of food flavors, adjust the amount of food, provide calorie counts and calorie standards needed for customers and developing special menus for the day, giving discounts or menu packages, educating customer and potential customer about products and services through events, paying attention to employee neatness and cleanliness, doing the best employee program this month and giving appropriate gifts, taking vacations once a year or gathering employees and recruiting janitors.
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