USULAN STRATEGI PEMASARAN BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI PT. REKA CIPTA SELERA
The creative industry is an industry that is developing in Indonesia. In 2018 the sub-sector that contributed the largest was the culinary sector at 41.4%. PT. Reka Cipta Selera (RCS) is a company engaged in the culinary industry which was only established in June 2019. PT. RCS has two strategic...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/64198 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The creative industry is an industry that is developing in Indonesia. In 2018 the
sub-sector that contributed the largest was the culinary sector at 41.4%. PT. Reka
Cipta Selera (RCS) is a company engaged in the culinary industry which was only
established in June 2019. PT. RCS has two strategic business units, namely Ayam
Geprek Crisbar and Fortune Catering. It cannot be denied that the fierce
competition in the culinary industry has greatly affected the company's business.
Also, the fact about the possibility of failure at a new business makes a company
need to take a more proactive strategy by considering the organizational conditions
that can be represented by the stage of the organization's growth. The main focus
of this research is on marketing. Therefore, this study aims to determine the
marketing strategy by the current stage of growth of the company organization.
The research was conducted using the case study method to identify the stage of
organizational growth and current marketing strategies. Data is collected by
conducting interviews with the company. The results of the two identifications are
then compared with a conceptual model regarding the relationship between the
stages of organizational growth and marketing strategies. Furthermore, the results
of a comparison between actual conditions and conceptual models will be input for
the marketing improvement for the company.
From the results of the comparison, it was found that the Ayam Geprek Crisbar had
shortcomings in customer retention. The proposal given was in the form of insight
for the company regarding the attributes of the loyalty program favored by Crisbar
customers. The test was carried out using a questionnaire to 94 respondents. Based
on consumer preferences, it is found that in designing customer loyalty programs,
companies must consider the number of tiers, reward variation, value of reward,
personalization, reward communication, openness to join, reward timing, type of
sponsorship, and publication frequency attributes. |
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