PROPOSED MARKETING STRATEGY OF GANG NIKMAT
In the current era, the culinary business is limited to fulfill the primary human needs and part of a lifestyle, so it needs a more supporting medium to compete in the current business. Bandung is one of the more famous tourist cities because of its high creativity. The culinary business potentia...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/53953 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In the current era, the culinary business is limited to fulfill the primary human needs and
part of a lifestyle, so it needs a more supporting medium to compete in the current business.
Bandung is one of the more famous tourist cities because of its high creativity. The culinary
business potential in Bandung continues to grow. This is backed up by the number of
contributions done by the culinary business as the 3rd most significant contributor in its
Gross Domestic Product (GDP) in Bandung. Gang Nikmat, as one of the culinary
businesses in Bandung, wants to continuously contribute to the culinary business
development in Bandung while still highlighting the "Alley" concept in Bandung. Gang
Nikmat offers a fusion of Asian-Indonesian food products that are not available in any other
restaurant with a modern "Gang" concept that is warm, friendly, and clean. The high rivalry
in the culinary business pushes Gang Nikmat to have the right strategy to maintain itself
and continuously develop.
In this research, Gang Nikmat uses a quantitative method with a questionnaire to 100
respondents who visited Gang Nikmat. All of the questions are related to the market target
of Gang Nikmat geographically, demographically, psychographically even behaviorally.
This research is a way to know an effective strategy to improve the relationship with the
customers and improve the sales figures of Gang Nikmat using a quantitative method. To
analyze the company's current condition, the literature review is implemented to the
internal analysis and external analysis. Gang Nikmat implements the Porter Value Chain
and Existing BMC for its internal analysis, while Customer Analysis, Competitor Analysis,
and Porter's Five Forces are used for external analysis. After the value is acquired,
internally and externally, a quadrant position is produced inside of the SWOT to decide on
which development is needed going forward. Based on research exploration, Gang Nikmat
demanded an aggressive strategy like market development, market penetration, and product
development to improve relationships with customers and improve sales figures.
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