USULAN STRATEGI PEMASARAN BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI PT. REKA CIPTA SELERA

• Main Author: Fauzan Purnomo, Yafie
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64198
• Institution: Institut Teknologi Bandung

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.