PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE M WARUNG JAKARTA’S REVENUE

• Main Author: Fanya Setiana, Aisyah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70606
• Institution: Institut Teknologi Bandung

MW is a local restaurant brand from Bali that had entered the food and beverage industry in Indonesia since 1969. After the brand successfully opened 5 branches in Bali, in 2020 they opened their first branch in Jakarta. Unfortunately, in 2020 Indonesia was facing a COVID-19 pandemic situation and as an effort to prevent the virus transmission, the government implemented large-scale social restriction. Pharmacies, supermarkets and restaurants were allowed to operate, but only for take-aways. The condition surely affects the food and beverage industry, and predicted 30 percent of restaurants in Jakarta will be closed permanently. The Jakarta branch opened in September 2020, but since it was still on the implementation of large-scale social restriction, MW Jakarta serve their customers through WhatsApp orders, home deliveries, and take-aways only. The pandemic situation still uncertain and fluctuate until 2021, which makes the government tighten and ease the restriction based on the positivity rate. The higher the positivity rate, then the government will tighten the restrictions. Due to such condition, MW Jakarta is faced by several challenges like the implementation of social restrictions and unreached monthly target. Based on the research, MW Jakarta have a low brand awareness in Jakarta, and in general-age consumers that caused by low promotional recognition. MW Jakarta need a marketing strategy to thrive in the condition where the government shifts the COVID-19 pandemic to endemic, and the competition in the food and beverage industry will become tighter. This research was conducted to identify the problems faced by MW Jakarta and to propose solutions for the problems. This research used both qualitative and quantitative methods, which are in-depth interviews with internal management and customers, also online surveys with 120 respondents that matched with MW Jakarta’s target market. The other data were collected from MW Jakarta’s internal data, and other sources like journals, articles, books, related literature, and netnography. The internal environment was analysed using several methods such as VRIO, STP, and 7P Marketing Mix. On the other side for the external environment used PESTEL, Porter’s Five Forces, Competitor Analysis, Customer Analysis, and netnography. Based on the internal and external environment analysis, SWOT can be formulated. The Author then proposed an STP and marketing mix for MW Jakarta where they could do a product expansion like mini hampers, discount bundle items, maximising the usage of their official website, creating an integrated marketing communication program, improvement in service quality, complimentary, adding more Balinese decors, implementing the customer loyalty program, and paying more attention to customer feedbacks.