MARKETING INITIATIVES ANALYSIS FOR SCALING UP HUMSDAT COFFEE BUSINESS TO PENETRATE SOUTH JAKARTA COFFEE SHOP INDUSTRY

• Main Author: Almira Puspita, Sherry
• Format: Theses
• Language: Indonesia
• Subjects: Karya Umum
• Online Access: https://digilib.itb.ac.id/gdl/view/49293
• Institution: Institut Teknologi Bandung

Humsdat Coffee is one of the new players in the coffee shop industry in the Senopati area, South Jakarta, which is just established in August 2019. For the first six months, the sales have been mediocre and keep declining, not fulfilling expectations despite promotion efforts to attract customers. In March, the shop is closed due to the Coronavirus outbreak. This thesis aims to evaluate the cause of Humsdat coffee dwindling sales and give marketing initiative recommendations to Humsdat Coffee to be able to gain market share and penetrate the market before the shop reopens. In exploring the business issue, external and internal analysis is conducted. In the external analysis, the coffee shop industry situation is analyzed using Porter’s Five Force analysis. Competitor and benchmark analysis are also done to assess Humsdat position among the competitor. Consumer analysis is done by conducting a survey that includes 190 people who live in Jakarta, Bogor, Depok, and Tangerang to gain insight about their habit and behavior regarding the coffee shop and its products. In the internal analysis, VRIO framework is applied to see the competitive implications that Humsdat has over its competitor. Then the segmentation, targeting, and positioning is reviewed to analyze if Humsdat has targeted the appropriate segment. 7P analysis is done to evaluate Humsdat business activities so that a marketing plan could be designed. From the analysis, the existing business model canvas for Humsdat is arranged to get the big picture of the situation. After exploring the business issue, the author found that Senopati is the coffee shop haven where dozens of coffee shop resides. A strong differentiation is needed to distinguish the coffee shop from others. Humsdat has very low awareness despite having been running for six months. Humsdat also doesn’t have any specific target segment and they don’t have any resources that could give them a sustainable competitive advantage. In an effort for promotion, Humsdat gives a discount on their product continually, which on the long run, hurt their sales. Their menu also doesn’t have food, while the majority of respondents in the consumer survey said that they order light bites on their order along with coffee shop purchases. To overcome this issue, the author recommends creating an Instagram page that shares knowledge about coffee to attract customers to boost awareness for Humsdat. Market segmentation, product portfolio reevaluation to suit the market more, and customer engagement and promotion programs are planned for Humsdat throughout the year which objective is to boost awareness, target new markets, enhance their relationship with customers, increase sales, and grow market share. Through differentiation, branding, and positioning, Humsdat can determine their point of differentiation based on their content, context, and infrastructure, which supports their positioning. From the solution, a proposed business model canvas is arranged to help to visualize the new concept that Humsdat is recommended to adopt.