PEMETAAN STRATEGI PEMASARAN BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI PADA UMKM KICIMPRING CIDADAP

• Main Author: Muhamad Rahmawan, Erfan
• Format: Final Project
• Language: Indonesia
• Subjects: Produksi
• Online Access: https://digilib.itb.ac.id/gdl/view/52024
• Institution: Institut Teknologi Bandung

Kicimpring Cidadap is one of the micro-enterprises engaged in the culinary industry and located in Bandung, West Java. From July 2019 to January 2020, sales turnover of Kicimpring Cidadap fluctuated from online marketing and tended to stagnate for offline marketing despite the increasing number of product distribution partners. According to Marketing Head Kicimpring Cidadap, the challenge facing today is the difficulty of determining the right marketing strategy and the difficulty of predicting changes from the company's external environment especially in marketing products offline through souvenir shops, hotels, and tourist attractions. This is because Kicimpring Cidadap has not been proactive towards marketing strategies that are in accordance with the company's capabilities. Therefore, this research aims to map marketing strategies based on the current stage of organizational growth. This study uses a case study method. The design of the research will be to identify the current stage of organizational growth and marketing strategy, map marketing strategies based on the growth stage of the organization and determine the direction of development of marketing strategies. The organizational growth stage and marketing strategy are identified by in-depth interviews with stakeholders Kicimpring Cidadap and those results will be used to map marketing strategies based on the growth stage of the organization. The results of mapping marketing strategies are then used as a basis to determine the direction of development of Kicimpring Cidadap. The results showed that currently Kicimpring Cidadap has been at the growth stage and has gaps in promotional strategies, pricing strategies, and place strategies. The proposed marketing strategy is focused on the problem that arises in the strategy of place namely the contingency cooperation system with distribution partners. The proposed strategies for consignment systems are product selling pricing, cooperation contracts, product promotion focus, and evaluation of potential distribution partners. The proposal is expected to improve the performance of Kicimpring Cidadap in marketing products to customers.