PROPOSED MARKETING MIX STRATEGY AND PRODUCT DEVELOPMENT USING DESIGN THINKING APPROACH CASE STUDY: NASI GORENG BISTIK PAK GIGIH

• Main Author: Arif Hendro Priyono, Moch
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68082
• Institution: Institut Teknologi Bandung

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.