PERUMUSAN STRATEGI PEMASARAN BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI PADA UMKM BERLALU

• Main Author: Cory Angel, Monica
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63963
• Institution: Institut Teknologi Bandung

Berlalu is a Micro, Small and Medium Enterprise (UMKM) which is engaged in the sale of food and beverages. Berlalu has not succeeded in achieving the revenue target set by the owner from the beginning of its operation. This resulted in the development of Berlalu's business and efforts to return capital to investors to be hampered. It is necessary to focus on improving strategy in the field of marketing because marketing is directly related to the level of income. In addition, other strategies that have been carried out by Berlalu have not resulted in significant changes Berlalu currently does not have a proactive marketing strategy. Literature study shows that it is important for an organization to have a proactive strategy in order to be able to accommodate the long-term goals of the organization. Determining the stage of organizational growth is an important component in the creation of a marketing strategy because the owner does not yet know the exact capabilities and resources they have. In the first stage, identification of organizational growth was carried out using Astro-ITB. The organizational growth stage of passed is currently in the growth stage. Determination of the identification of the existing marketing strategy is carried out using thematic analysis. The identified marketing strategies include strategic marketing strategies, tactical marketing strategies, and Ansoff's diversification strategies. Then, an evaluation of Berlalu's existing marketing strategy was carried out using the Sari and Andriani model. Furthermore, validation is carried out to ensure the inequality using the Arnold model. Based on these gaps, improvements were then developed in the form of improving acquisition strategies and creating customer retention strategies. These strategies include improving pricing strategies, improving social media management, creating a customer database, and dividing customer groups.