PROPOSED MARKETING STRATEGY IN SUBURBAN AREA (CASE STUDY: HOOK 88 COFFEE & FOOD)

• Main Author: Subhandiawan, Handi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57357
• Institution: Institut Teknologi Bandung

Coffee shop business is one of the business which have a lot of interest, many business actors, ranging from big cities, small cities to suburban areas, are eyeing this industry. Hook 88 Coffee & Food is one of the F&B business brands that offers processed coffee drinks and various foods with industrial rustic place concept. The owner wants to develop his area, namely, Ciparay, Kabupaten Bandung, by applying the concept of a more modern place and food, and presenting an atmosphere that is different from other places in Ciparay. Hook 88 is facing unstable revenue in 2019 and 2020, this is due to several things. Based on the external analysis, found that this industry has intense competition. Hook 88 at least had four competitors in the same industry, moreover the low level of barrier to entry in this industry make a lot of people can easily built the business and joining the competitions. From internal analysis Hook 88 did not provides praying room, janitor room and non-smoking space. Moreover, Hook 88 is absence of promotion and just using Instagram for their main promotion media. From customer analysis also found that several facilities which feels important and can be improved more by Hook 88. From SWOT analysis, Hook 88 which cannot retain consumers. The methodology of this research is mix methodology using qualitative and quantitative. By this methodology researcher analyzed marketing aspects with internal analysis, external analysis and consumer analysis to found the best marketing strategy in suburban area especially for Hook 88 Coffee & Food. Internal analysis includes STP analysis (Segmenting, Targeting, Positioning) and 7P marketing mix, research based view and value chain analysis, while external analysis uses PESTEL (Political, Economic, Social, Technology, Environmental, and Legal) analysis, Porter's Five Force, pandemic situation and competitor analysis, followed by consumer analysis and SWOT (Strengths, Weakness, Opportunity, Threats), which is then concluded by using TOWS analysis (Threats, Opportunity, Weakness, Strengths) to determine aspects that need to be improved by Hook 88 Coffee & Food. Based on TOWS analysis the result of this research is Hook 88 have to keep the location, maximize the promotion, collaborate with social influencer and local brand, join pop-up store, provide several promos, held event, keep the affordable, improve several facilities, develop employee skill, make several contents, build loyalty program, and improve service and product. The recommendation for Hook 88 solution are improve several facilities and promotion, build loyalty program, and collaboration with influencer and other brands.