MARKETING STRATEGY FORMULATION FOR A SIMPLE BEVERAGE BUSINESS DURING THE COVID-19 PANDEMIC IN INDONESIA SITUATION (CASE STUDY : HEIHEI BOBA BAR)

• Main Author: Perkasa Putra, Anugerah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62870
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic has had a very negative impact on the global economy. This is also felt in Indonesia. during the pandemic there is no growth economy in retail, food and beverage trade. describes the economic downturn due to reduced transactions in the community due to activity restrictions in various ways, one of which is visiting shopping centers and malls. This restriction will certainly have a very bad impact on the economy, especially for micro, small and medium enterprises engaged in the food and beverage industry that sells through physical stores (outlets). HeiHei boba bar brand, which is a milk-based drink franchise with boba toppings that was licensed in October 2019 with the concept of outlets located in shopping centers. HeiHei boba bar experienced a very significant decline in sales due to restrictions on community activities due to the covid-19 pandemic. Therefore, a marketing strategy is needed so that HeiHei boba bar can increase resale and can adapt to the current pandemic conditions.. This research was conducted to examine the problem that faced by HeiHei boba bar and it’s internal and external conditions as well as the market conditions of the food and beverage industry during the pandemic which was then used to create a Marketing Plan that was in accordance with the conditions of the HeiHei boba bar. and market conditions. From the research that already conducted the writer found that the problem that faced by the company was declining in sales. This research was conducted using a qualitative method approach (case study). Data collection tools used in this research are focus group discussion and observation. Besides that, this research also uses several frameworks in analyzing the problems experienced by HeiHei boba bar and making solutions, namely for external analysis using the PESTLE approach, Porter 5 strengths, focus group discussions and competitor analysis. As for the internal analysis using the STP method, marketing mix (7p), 5's why to find out the main cause of the decline in sales of HeiHei boba bar. The findings that researcher got from this research based on the external analysis that has been carried out, it can be concluded that the main cause of the decline in sales figures is the impact of the covid-19 pandemic which has caused a decline in people's purchasing power and the restrictions on community activities in visiting shopping centers and restaurants, this certainly has a huge impact on HeiHei boba bar which also located in a shopping center. Based on the analysis of internal conditions, HeiHei boba bar does not have a detailed marketing plan and is less aggressive in promoting online, so there are still quite a lot of consumers who are not familiar with this drink brand.The results of the analysis are then combined and using the TOWS and SWOT methods, several solutions are made to overcome these problems. From these solutions, the most appropriate solution was chosen, namely: creating a signature menu, utilizing promotional features in online sales media, and increasing marketing reach through social media.