PROPOSED BUSINESS MODEL AND DIGITAL MEDIA INITIATIVES USING THE ELEMENTS OF NEW WAVE MARKETING FOR LIGHTHOUSE CAFE & COMMUNITY COMPOUND

• Main Author: Marta Kurniawan, Tazar
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/62856
• Institution: Institut Teknologi Bandung

Accommodation and foodservice industry in Padang, West Sumatera had to experience a steep decline, therefore making its Gross Regional Domestic Product (GRDP) reached its lowest level over the past five years. These figures also correspond to the declining number of restaurants in Padang, despite aggressive growth on a five-year-data basis. In order to stay competitive, it is believed that a new and progressive marketing capability is a prerequisite to meeting seemingly dynamic changes to customer behaviours. Lighthouse Cafe & Community Compound commenced its commercial operations on July 31, 2021. Given beautiful nature of hills and ocean view in the venue, the venture aims to become one of the icons and magnet of tourism in Padang, thus able to support the bounce back of the industry, as well as to unlock untapped tourism activities in Padang. It is believed that the business owner must rush to develop its business model, furthermore many competitors are seemed to make adjustments. The researcher identifies three challenges: insufficient business model, unclear value proposition, and insufficient marketing communication. This study, therefore is conducted using the elements of New Wave Marketing approach as a foundation to formulate a new business model canvas and digital media initiatives to ensure long-term survival and growth for the venture. The results of the study suggest the venture to undergo several innovations and service improvements to its business model, which primarily focus in the area of community compound development and digitalization to support the survival and growth initiatives for the company.