PROPOSED PROMOTION STRATEGY FOR CO WORKING SPACE COMPANY (CASE STUDY: WORKWELL KEMANG BY WELLSPACES.CO)

• Main Author: Faris Ghiyats, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45757
• Institution: Institut Teknologi Bandung

Workforces nowadays are asked to learn apply more than one functions, multitasking job, and enhance their potential with the help of non-rigid environment and flexible working hours. That is where the startup companies need the best workspace for those millennial workers. In reaction to the new work order, new forms of work emerge in various countries in the world including Indonesia, such as the currently popular co working space. Wellspaces.co were Founded in 2012 as firstly named as Freeware Spaces Group, which claimed as one of the first and pioneer co-working that named as Wellwork that born in Jakarta, Indonesia. Even though they came to the industry which labelled pioneer in this industry, they still suffer the unstable sales figure especially in one of their locations which is located in Kemang, South Jakarta. The main business issue of Wellspaces.Co Kemang is they need to have the right step in this tight business environment. In proposing an appropriate strategy for company, there are two analyzes that carried out, which are internal analysis that consists of STP (Segmenting, Targeting, Positioning) and Marketing Mix and followed by external analysis consisting of PEST (Political, Economy, Sociocultural, Technology) analysis, Porter’s 5 Forces analysis, competitor analysis and consumer analysis. For consumer analysis, the author did a field examination by doing interview to several relevant respondents. After doing internal and external analysis, the author designed a possible cause analysis to identify the problems faced the company, to overcome these problems a SWOT (Strength, Weakness, Opportunities, Threats) analysis. After several analysis tools were done, developing a TOWS matrix which was formulated into several appropriate promotion strategies are the next steps. The result of several strategies is related promotion strategy. The purposed strategies are conducting to networking event, referral code promotion, customer relationship management, some new marketing and branding movement and facilities development. Those strategies and implementation are prepared to be executed in some timeline. Moreover, every proposed strategy will also have the approximation cost that will be needed by the company.