MARKETING STRATEGY FOR BUBUR AYAM PMI 79 BASED ON ORGANIZATIONAL GROWTH STAGE

• Main Author: Dharani Mahasramana, Raden
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68693
• Institution: Institut Teknologi Bandung

Bubur Ayam PMI 79 is a Small and Medium Enterprise (SME) in culinary field that has been established since 2009 in Bandung. Currently Bubur Ayam PMI 79 does not have a marketing strategy that adapted to its business conditions and capabilities. In developing a proactive marketing strategy, Bubur Ayam PMI 79 must recognize their ability by knowing their position in the organizational life cycle. Therefore, this study will determine marketing strategy solution for Bubur Ayam PMI 79 based on its position in the organizational life cycle. The study began with identifying Bubur Ayam PMI 79 organizational life cycle using an assessment on Astro ITB website. Followed by identifying existing strategic marketing, tactical marketing, and product-market diversification strategy using thematic analysis. Evaluation of existing marketing strategies against the current organizational life cycle. Furthermore, a marketing strategy recommendations are given based on the ideal conditions of the current organizational life cycle. The organizational life cycle of Bubur Ayam PMI 79 is on second stage called growth. Bubur Ayam PMI 79’s current marketing strategies is not following the current stage of organizational life cycle in the aspects of strategic marketing and tactical marketing in product, price, and promotion characteristics. The proposed marketing strategies in this study include defining specific market target, customer acquisition through promotions using social media and using competitive-based pricing, implementing cross-selling and up-selling, and designing customer database for creating loyalty program.