PROPOSED MARKETING STRATEGY FOR BANDUNG CISKEK

• Main Author: Putri Hendrayani, Citra
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57600
• Institution: Institut Teknologi Bandung

MSME (Micro, Small, and Medium Enterprises) is an entity owned by a private or individual business unit, excluding foreign-owned or foreign-invested firms, and is defined by both assets (excluding land and buildings) and annual sales. MSME in Indonesia has a very large and crucial contribution to the national economy. MSMEs in Indonesia is dominated by micro-entrepreneurs which is 98,67%. The MSME business sector consists of culinary, fashion, education, automotive, agribusiness, information technology, trade, and services. Bandung is a city that is famous for its various culinary delights. The growth of business players in Bandung’s culinary sector is quite fast. The number of micro-businesses based on data was 111,627 or 75% of the total number of MSME groups 147,073. Due to the intense competition in the culinary industry, many businesses lack of recognition, so they experience a lack of brand awareness. Bandung Ciskek is one of the culinary MSMEs from Bandung that sells Japanese Cheese Cake as its main product. As one of the MSME in Bandung, Bandung Ciskek has faced several business issues. The business issue they are currently facing is decline in sales. This decline in sales caused by a lack of promotion by Bandung Ciskek, this lack of promotion can lead lack of brand awareness. This can be seen from the majority of Bandung Ciskek customers are regular customers, while new customers are still very few. Therefore, this research is needed which aims to help Bandung Ciskek formulate a marketing strategy to increase their brand awareness. This research using quantitative methods. The first phase in this research is to identify the business issue that is currently faced by Bandung Ciskek. After identifying the issue, the second phase is to do a business analysis. Business analysis is done through two approaches, external analysis, and internal analysis. The internal analysis consists of STP Analysis and Marketing Mix Analysis. The external analysis consists of, PEST Analysis, Porter's Five Forces Analysis, Customer Analysis, and Competitor Analysis. The customer analysis was carried out quantitatively by distributing questionnaires to 213 respondents. Then, it was continued with the Root Cause Analysis, and finally the TOWS Analysis to get alternative strategies for the business issues faced by Bandung Ciskek. These solutions focus on maximizing promotional strategies in order to increase brand awareness of Bandung Ciskek, including social media optimization, registering a business location on google my business, implement a new direct marketing strategy, and endorsement using a food blogger.