CUSTOMER SATISFACTION AS PREFERENCE TO PROPOSE MARKETING STRATEGY OF MANAREE BREAD AND CAKE

• Main Author: Oksandy Yamindra, Okky
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45582
• Institution: Institut Teknologi Bandung

The increase in bread consumption in Indonesia affects the need for wheat. Wheat imports are predicted to increase again this year to around 11.8 million tons. The high demand for wheat, among others, continues to be driven by the large needs of the food and animal feed industry that continues to increase in the country. One of the bread and bakery store in Jakarta is Manaree. Manaree Bakery was founded by Okky Oksandy and team in 2010 under the license of PT. AGUS SALIM. Although sales have been increased, the company should consider the competition in the business field. The number of bakeries and cakes that are growing rapidly in Jakarta with high competition in this business, because it is caused by the many choices that customers can choose such as bread and cake dishes with a variety of shapes and flavors, textures, food and the quality of ingredients. This will result in a decrease in demand which will have bad consequences for the company such as a decrease in profits and market share. The research aims to ensure each factor that affects marketing performance based on customer satisfaction, to design customer loyalty and customer satisfaction program, to conduct business implementation plan and future prediction based on brand activation strategy through customer loyalty and customer satisfaction program. The research is based on STP analysis, company analysis, and competitor analysis. The methods of this research is quantitative methods. Data in this study were collected through a survey, company archive and another academic source. Based on findings, Manaree should execute several programs such as e-commerce platform optimization, online delivery optimization, reseller recruitment, and new product packaging. All programs aim to ensure each factor that affects marketing performance based on customer loyalty and customer satisfaction. Customer loyalty programs include custom cake, get discount after share, blog, website optimization, social media optimization, and free product sample. The business implementation plan is designed by combining program and time in the Gantt chart. All of the plans are considered as a functional strategy. The functional strategy was built in four units which are company brand strategy, marketing strategy, customer loyalty program, and operation program.