PROPOSED MARKETING MIX STRATEGY AND PRODUCT DEVELOPMENT USING DESIGN THINKING APPROACH CASE STUDY: NASI GORENG BISTIK PAK GIGIH
Nasi Goreng Bistik Pak Gigih is a brand of culinary business that sells Chinese food, especially fried rice. Since July 2021 until March 2022, Nasi Goreng Bistik Pak Gigih experienced a significant sales drop in all three outlets, this phenomenon raises the question for business owner whether thi...
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Format: | Theses |
Language: | Indonesia |
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Online Access: | https://digilib.itb.ac.id/gdl/view/68082 |
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Institution: | Institut Teknologi Bandung |
Language: | Indonesia |
Summary: | Nasi Goreng Bistik Pak Gigih is a brand of culinary business that sells Chinese food, especially
fried rice. Since July 2021 until March 2022, Nasi Goreng Bistik Pak Gigih experienced a
significant sales drop in all three outlets, this phenomenon raises the question for business owner
whether this is caused by consumer dissatisfaction with the products offered by Nasi Goreng Bistik
Pak Gigih or because consumers experiencing saturation of the product, considering that since the
beginning Nasi Goreng Bistik Pak Gigih has not made any updates on the menu To find out the
cause of the decline in sales of Nasi Goreng Bistik Pak Gigih, the researcher conducted a presurvey
in order to find out the level of satisfaction and consumer perceptions regarding their
experience of making purchases at Nasi Goreng Bistik Pak Gigih. The pre-survey questionnaire
involved 15 consumer respondents of Nasi Goreng Bistik Pak Gigih The results of the pre-survey
stated that consumer ratings regarding the variety of menus offered by Nasi Goreng Bistik Pak
Gigih, only 13% of respondents feel that Nasi Goreng Bistik Pak Gigih is variative. The lack of
variety of products offered makes the level of repeat purchases low. Therefore, Nasi Goreng Bistik
Pak Gigih needs to take action to increase their sales again.
This research was conducted to find out the consumer response to the products that are currently
being offered, so that they can design product development in the future according to the
preferences of consumers' needs based on the concept of design thinking. The researcher will
propose a new marketing mix strategy 7P for the company so the product development that has
been carried out can produce the maximum impact. This research is using qualitative methods
through a series of interviews with user persona which has been specified and secondary data
analysis using the company's internal data documents.
Based on the Design Thinking concept, the solution chosen is Alternative 2, which is an innovative
Chinese food product that is easy to eat and the portion is suitable for 1 person. Meanwhile, to
produce a maximum impact, the researcher proposes a 7P marketing mix to maximize social
media as a medium to promote new products and to attract consumers to visit Nasi Goreng Bistik
Pak Gigih outlets. |
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