PROPOSED EXPANSION OF MARKETING STRATEGY TO SUSTAIN DURING AND AFTER COVID-19 PANDEMIC FOR N COMPANY

• Main Author: Keyviana, Azka
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54760
• Institution: Institut Teknologi Bandung

N Company was founded in 2007 and is one of so many sole proprietorship business entities running in business-to-business (B2B) concept in Bandung, it has been providing frozen meats such as beef, chicken, lamb and seafood to hotels, restaurants, cafes and catering services. In the beginning of 2020, the pandemic of COVID-19 hit Indonesia, and Bandung was not excluded. It made people reluctant to spend time outside and it is affecting the whole economy in Bandung. Even after Pembatasan Sosial Skala Besar or PSBB has been gradually lifted, the rule to reduce crowd in one place remains. Any businesses in closed spaces have to count their number of customers, 50% is the maximum limit. because of this limitation in the main roles on this industry, the company is also having the impact on their sales. Now the company is suffering with 70% loss of their usual revenue. This research aims to help N Company to sustain during and after pandemic COVID-19. Expanding their marketing strategy from only B2B to B2C (business-to-consumer) could help the company to gain the loss revenue back. In this research author would use Resource-Based View (RBV) Analysis and Value Chain analysis for internal analysis, and use Political, Economy, Social, Technology (PEST) Analysis for external analysis. The result of all the analyses would be defined in SWOT analysis. Afterwards, author would choose which expansion from Ansoff Matrix that suit the most with both research objectives and SWOT analysis. The chosen expansion is market development. After the expansion strategy has been chosen, the solution of N Company’s business issue would be written step-by-step, starting from creating a website, activating social media accounts, optimizing search engine, utilizing e-commerce applications, and creating customer engagement programs. These steps would also be defined in implementation plan timeline and budget. These attempts of promotion are so that the market would be aware of N Company’s brand first and attract customers in a short time. Hopefully, in the second year, the sales would increase, and more people would recognize the company’s brand as a qualified brand.