PROPOSED MARKETING STRATEGY FOR IKO CATERING & WEDDING PACKAGE

• Main Author: Anandha Ramadhan, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47612
• Institution: Institut Teknologi Bandung

IKO Catering & Wedding Packages is a company focused on the wedding sector. The company has several vendors to support weddings and other events such as catering, decoration, photography, videography, clothing rental, wedding car rental & truck rental, this business was founded in 1997. It is located in Tangerang Selatan, Banten. Since 2014 until 2019, IKO Catering & Wedding Package experienced a trend decline sales. This study analyse the business situation divided by external and internal factors. Furthermore, SWOT analysis and generic business strategy are used to develop business strategy alternative and solution for the business issue. This study use primary data collection for help to analyse the business situation which are quantitative approach and qualitative approach, while secondary data collection also used which are collected from news article, industry reports, journal, books etc. In accordance with business situation analysis, there are several things of caused the declining of sales: (1). Low quality of promotion, (2). Highly Competition, (3). Low quality of office ambiance. There are several solution proposed for IKO Catering & Wedding Packages to increase their sales, i.e. (1). Improve the quality of promotions especially on digital media and offer special discounts on several occasions (2). Offering all-in-one package products at affordable prices (3). Improving the quality of offices ambiance even opens new offices on the side of the main road.