PROPOSED MARKETING STRATEGY OF GANG NIKMAT

• Main Author: ADHIANTARA GUNAWAN , YADI
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53953
• Institution: Institut Teknologi Bandung

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.