PROPOSED MARKETING STRATEGY TO INCREASE SALES IN ONLINE PLATFORM OF HYPE DRINKS: A CASE STUDY OF SARIPATI STORE.

• Main Author: Febrian, Fauzan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55786
• Institution: Institut Teknologi Bandung

Saripati is a business that is engaged in the food and beverage industry, founded in January 2019. Most of the products currently focus on coffee, refresher, boba, and macchiato drinks. Saripati processes those products independently by promoting the concept of grab and go. The target market is students (elementary to college) and first jobbers located in a densely populated area. Since the Covid-19 pandemic, Saripati's sales have decreased significantly. The products offered by Saripati are quite diverse, they have 28 flavors. However, since the PSBB / PPKM policy was implemented, in line with Saripati's social media marketing, which is not superior to its competitors, it can be assumed that these two things are the main problems of Saripati's sales. This study explains the problems faced by Saripati, by reviewing customers' perspectives through questionnaires and interviews with Saripati officials, regarding the food and beverage industry. The author then identifies strategies in dealing with the Covid-19 pandemic effectively and efficiently. The analytical framework used to view external perspectives is PESTEL, Porter Five Forces, and Competitor Analysis. Meanwhile, to see an internal perspective, STP, 4P's Marketing Mix, Value Chain Analysis, VUCA, and VRIO. Furthermore, the internal and external analysis will produce the output categorized into SWOT. Then, the SWOT analysis will produce an output in the form of a new 4P’s Marketing Mix which is implemented in the implementation plan