ANALYSIS OF COMPETITION ON CULINARY SMALL BUSINESS AND MARKETING STRATEGIES CASE STUDY OF ASIKIN AJA

• Main Author: Zhafir Afif, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/45342
• Institution: Institut Teknologi Bandung

Culinary is one of the creative industry sectors that provides the largest Gross Domestic Product (GDP) of 40.41 percent in this industrial sector among 15 other sectors. This is supported by the development of the increasing number of Micro, Small and Medium Enterprise rises (MSMEs), the latest data is that there are 1,614,419 businesses in 2015. The rapid development of the culinary business of SMEs causes high competition in this industry in the red ocean market. There are three problems faced by micro-culinary businesses, lack of capital, high business competition, and difficulties in marketing products. The above problem is also experienced by Asikin Aja's business, only capital has found a solution, the other two problems have not been resolved. For the marketing strategy making method using Market Selection with the STP Model (Segmenting, Targeting, and Positioning), comparing competitors with Marketing Mix 4P (Product, Price, Promotion, and Place), customer acquisition with AIDA analysis (Attention, Interest, Desire, and Action), and Customer Persona to make product marketing in accordance with the target customer. This study uses a qualitative approach by conducting interviews with food business competitors and customers. Interview results will be analyzed using a descriptive analysis approach. The purpose of this research is to create a marketing strategy that can be applied by Asikin Aja's business to be able to compete and market its food products in the culinary industry market. The conclusion of this research, Asikin Aja's business is New Entrance in market competition, can compete by offering food products with typical Japanese flavors with faster food order completion time than competitors. By targeting target customers who are busy and don't have much time to eat. To market products, Asikin Aja must focus on online marketing methods, fast order branding, and Japanese flavored food by creating promotional forms such as Grand Opening promos and promos periodically. To differentiate business and make fast marketing, unique product and menu names are needed even if the types of products offered are the same.