PROPOSED NEW MARKETING STRATEGY TO EMPHASIZE AWARENESS AND BRAND POSITIONING IN LOW BARRIER ENTRY MARKET (CASE STUDY: UM. COFFEE & SOCIAL)
UM. Coffee & Social is a brand of the local coffee shop that established since January 2019 in Bandung, which is consisting of 3 team members and also by involving several professional and amateur Baristas in the field. However, as a year went by this business still overcome stagnant growth,...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/50805 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | UM. Coffee & Social is a brand of the local coffee shop that established since January 2019 in
Bandung, which is consisting of 3 team members and also by involving several professional
and amateur Baristas in the field. However, as a year went by this business still overcome
stagnant growth, the owner thinks that Bandung and Aceh have the same culture in enjoying
coffee products where they like to come to the coffee shop with their friends not only for coffee
but also to share about their thoughts and problems does not affect consumers effectively, so
the main issue in this research is to understand and gain comprehensive knowledge about the
current condition of UM. Coffee & Social Business, to gather and understand all the factors
that influence consumer purchase intention of a coffeeshop product, as the base to enrich UM.
Coffee & Social Business competitive advantage, and also to create effective marketing
strategy of UM. Coffee & Social Business as the upcoming business action. To evaluate the
core issue. Combined 5 Porter Forces and Competitor Analysis for external analysis, and for
internal analysis involved Resources Based View, Segmenting, Targeting, Positioning, also
Marketing Mix (4P). There is also a target profit calculation for future implementation plan.
From the data obtained and processed with STP & Marketing Mix, there are 6 strategies for
overcoming place issue, and 6 strategies for creating better marketing promotion ahead., If all
purposed strategies perfectly implemented; started from Q3 2020 – Q4 2020 UM Coffee &
Social rate profit will be growth approximately 58,10% compared with the previous year.
Based on financial projection, ever since UM Coffee & Social implemented all the purposed
strategy then average profit growth will always >50% per year. |
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