PROPOSED MARKETING STRATEGY FOR FOOD AND BEVERAGES BUSINESS (CASE STUDY: WAROENG TAMAN)

• Main Author: Ridho Muhammad, Aulia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60903
• Institution: Institut Teknologi Bandung

Waroeng Taman is one of the MSMEs engaged in the culinary field that provides Indonesian and Chinese food which has started its business since 2001. The decline in sales has been felt quite high since 2017 due to the large number of new competitors and also the COVID-19 virus which caused the government to issue a policy PSBB which has an impact on Waroeng Taman so that the marketing program must be more clearly conceptualized. The purpose of this research is to propose a new marketing strategy to increase the sales of Waroeng Taman. This research method uses a quantitative approach and a descriptive survey method by analyzing the internal and external business conditions of Waroeng Taman. Data collection techniques were carried out by interviewing the owner and questionnaire survey to customers. The internal analysis carried out in this study is the STP analysis (segmenting, targeting, and positioning) and the 7P’s Marketing Mix. While the external analysis used is Porter's Five Forces analysis, competitor analysis and customer analysis. The results of internal and external analysis are formulated into a SWOT analysis, which is then designed to develop implementation through TOWS matrix analysis. The results of the internal analysis show that the internal conditions of Waroeng Taman needs improvement in several aspects because Waroeng Taman does not yet have a marketing strategy that has not been well conceptualized, and based on the analysis of external conditions, Waroeng Taman faces high competition because there are many competitors. Therefore, based on the analysis results TOWS Matrix and 7P's Marketing Mix, Waroeng Taman needs to develop products and create new marketing strategies. The conclusion from this research is Waroeng Taman must implement new marketing strategies such as encouraging digital marketing strategies, arranging seating areas, recruiting new employees specifically to handle social media marketing and promotion, and developing food product variants to increase sales and must implement new marketing strategies and improvement for segmenting, targeting and positioning itself.