PROPOSED MARKETING STRATEGIES OF KOPI BON DURING PANDEMIC COVID-19 (CASE STUDY: KOPI BON)

• Main Author: Sandra ADJIE, Fadhilla
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54861
• Institution: Institut Teknologi Bandung

The rise of pandemic COVID-19 since March 2020 has disrupted various entities. Not to mention that the business operational activities from Small Medium Enterprises (SMEs) to big corporation also got impacted by the tremendous repercussions conceived by the pandemic. Therefore, the overall customer’s purchasing power is shifting to online method which delivers a practical experience and efficient mechanism in acquiring things such as products or services notably under circumstances of series of social restrictions from the government. As an SME which got impacted alongside with the fluctuating situation—Kopi Bon had to survive the business during pandemic, hence it attempts to alter the operational business from offline to online. The major business issues of Kopi Bon commenced from the government’s lockdown restriction towards the operational activities from numerous business actors, which unquestionably affected Kopi Bon’s monthly sales, and also customers’ experience and their buying pattern changes from having a cup of coffee while socializing with company at the physical coffee store, to purchasing 1 litre bottle of coffee through online delivery platforms such as Grab Food and Go-Food. In examining the business issues, several frameworks from both internal and external perspectives such as 7P’s Marketing Mix, STP Analysis, Consumer Behavior, and PESTLE Analysis are used to clarify and define the afterward of analysis through SWOT Analysis that later develop by using TOWS Matrix in which incorporate in proposing solutions that are recommended to be implemented during Kopi Bon’s business activities under post-pandemic condition. According to the outcome from the Root Cause Analysis, some marketing plans are formulated into certain proposed solutions that include maximizing of online marketing channels through Instagram as a media promotion by generating enticing and consistent contents posted, deploy more promotional marketing through Go-Food, Grab Food, and Tokopedia in order to get positive business performance on each of the online platforms.