PROPOSED MARKETING STRATEGY CASE STUDY: THREE OF US (TOU) BAKEHOUSE

• Main Author: Nuraisyah, Aninda
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53465
• Institution: Institut Teknologi Bandung

The Small and Medium Enterprises (SMEs) sector is seen to have a strategic role in improving the economic growth of a country, including Indonesia. The food industry in Indonesia is experiencing positive and significant growth in their performance, however there are many challenges in the industry. Bakery products have become a regular food in most parts of the world and are essential commodities today. Indonesia's bakery products primarily consist of breads, snacks, cookies, wafers, and biscuits; and cakes. The market share in bakery industry is fluctuating as customer choices will be increase in the major holidays (especially the Ramadan season). Small-Medium Enterprises (SMEs) in the bakery industry in the business world, cannot compete with the branded bakery industry. Three of Us (TOU) Bakehouse is a small-medium home industry which produces baked goods. Three of Us (TOU) Bakehouse was launched in July 2020. As a new entrant in the industry, to be able to overcome and prosper in this sector, TOU Bakehouse needs a strategy. This research will define the root cause of the problem that TOU Bakehouse faced and give additional suggestion to the TOU Bakehouse based on the scientific analysis. This research conduct analysis through internal and external method using quantitative and qualitative approach. The quantitative analysed the customer’s perspective regarding to the decision making in buying food online that will be measure by the score. Meanwhile the qualitative is based on the customers and personal objective that is analysed through SWOT and TOWS matrix.