PROPOSED NEW MARKETING STRATEGY TO EMPHASIZE AWARENESS AND BRAND POSITIONING IN LOW BARRIER ENTRY MARKET (CASE STUDY: UM. COFFEE & SOCIAL)

• Main Author: Youri Luthfia, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50805
• Institution: Institut Teknologi Bandung

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.