MARKETING MIX STRATEGY FORMULATION OF READY MEAL BUSINESS USING HIERARCHICAL CLUSTERING ANALYSIS (CASE STUDY: KOKIKIT)

• Main Author: Pretita, Sasti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65623
• Institution: Institut Teknologi Bandung

During the COVID-19 pandemic, people had drastically changed their daily lifestyle into more practical, digital and more concern towards hygiene. Therefore, business competition among ready meal producers become tightened. Marketing is one of the ways to dominate the market share, yet Kokikit has not fully utilised its potential to market the products, which impacted the sales. The approach to address the issue in this research are Segmentation, Targeting, and Positioning (STP), Marketing Mix (4P), SWOT Analysis, Competitor Analysis, VRIO Analysis, Porter’s Five Forces, Value Proposition Canvas and PESTEL (Political, Economic, Socio-Cultural, Environmental, Legal) framework. The data of consumers were collected using both quantitative through questionnaire, and qualitative through one-on-one interview and analysed using hierarchical clustering. The result of this research is the market situation of Kokikit that indicates high level of competition, substitutes, and high power of buyers in the industry. Socio-cultural highly affects the industry since there is a consumption behaviour shift to healthy food intake, yet demand practical and hygienic food. Kokikit possesses strengths in terms of taste, price hygiene, and the ready meal products are also free from any chemical additives and preservatives. However, the weaknesses are that Kokikit effort is still low in various promotion elements and distribution channels for the customers. The new target consumers are the ones that prefer hygiene, good taste, variety of menu; price discounts; distribution place using GoFood, GrabFood, supermarkets, or minimarkets; and promotions through YouTube, endorsement and social ads. Therefore, the proposed marketing strategies are maintenance of taste and hygiene, add more variety of menu, conduct more price discounts, opening GoFood and GrabFood, partnering with supermarket and minimarket, conduct regular promotions focusing on YouTube with endorsement and social ads to attract more customers.