PROPOSED MARKETING STRATEGY FOR CALICO KITCHEN

• Main Author: Durra, Dhavina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63488
• Institution: Institut Teknologi Bandung

Calico Kitchen is an online business in the F&B industry that was established in 2021. Currently, Calico Kitchen focusing themselves on desserts products especially pudding and cake. Calico Kitchen consists of two people who did every business operation by themselves. Calico Kitchen’s Target market is men/women who love desserts and live in Jakarta Selatan, Depok, or Tangerang Selatan. Since Calico Kitchen launched their product up until now, their sales is relatively stagnant. Although the sales in August are increasing significantly, their sales are back to their previous quantity. The sales in August increased after Calico Kitchen launch their seasonal product that is Coffee. But, to their signature product, the sales number is still the same. This research tries to find out the reason for Calico Kitchen’s problem and find out about the customer’s point of view about Calico Kitchen’s product and business. Researchers try to identify customers’ expectations and analyze Calico Kitchen from its internal and external environment. In this research, the internal framework that the researcher used is Resource-Based View, VRIO, STP, Buyer’s Persona, Marketing Mix (4P), Business Model Canvas. While the external frameworks that the researcher use are PESTEL, Porter’s Five Forces, Competitor Analysis, Competitor Map, and Customer Analysis. This research is done with the quantitative and qualitative methods to the customers who already buy Calico Kitchen’s product. The result of this research is the proposed marketing strategy for Calico Kitchen which are: (1) Strength-Opportunity: register the product legally, add more variants. (2) Weakness-Opportunity: scheduling the R&D process, open new sales channel, accept big orders. (3) Strength-Threats advertisement strategy, ready stock products, loyalty program. (4) Weakness-Threats: register the business legally, broaden segmentation.