PROPOSED MARKETING STRATEGY FOR CARWASH BUSINESS (CASE STUDY: CâMONK CARWASH)
Bandung is the fourth most populous city in Indonesia, and is the most populous city in Indonesia based on a survey from ADB. The reason is because the Bandung city is an attractive tourist destination to visit and has various types of tourist destinations. This was accompanied by an increase in...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/50539 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Bandung is the fourth most populous city in Indonesia, and is the most populous
city in Indonesia based on a survey from ADB. The reason is because the
Bandung city is an attractive tourist destination to visit and has various types of
tourist destinations. This was accompanied by an increase in the number of
vehicles in Indonesia, especially in the city of Bandung and its surroundings,
which further strengthened the survey that the Bandung city was the most
populous city in Indonesia. This fact provides an opportunity to do car wash
service business. This is because that there will always be a market that uses these
services, because the number of vehicles continues to increase
One of the companies engaged in this vehicle washing service is C’Monk, which
was established in 2017 and is located on Jl. Sadakeling No. 18 A Bandung. Right
now, the problem faced by C'Monk is that there is no marketing strategy to
increase sales. To solve this problem, it is necessary to create a new marketing
strategy based on consumer opinion to further improve the services provided by
C’Monk
The author analyzes the external and internal factors of the company, which
includes service marketing mix analysis, as well as through the distribution of
questionnaires about the services provided by C'Monk which serves as a reference
for making a new marketing strategy for C’Monk. The results of these
observations serve as source to create SWOT analysis, which is the basis for the
TOWS matrix analysis, and also use the Business Model Canvas as a reference
for determining the timeline of the new marketing strategy that will be proposed
The results show that the most ideal marketing strategy for C’Monk is to increase
the awareness of potential customers through social media, build collaboration
with other businesses in the automotive field, and at the same time improve the
quality of services provided by C’Monk
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