PROPOSED MARKETING STRATEGY TO IMPROVE BRAND AWARENESS OF CIRCUM BY MUTIARA CIKUTRA CLINIC

• Main Author: Yosephine, Vania
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71932
• Institution: Institut Teknologi Bandung

The number of clinics in Indonesia shows positive growth every year. That indicates Indonesia is a potential market for the healthcare industry. However, on the other hand, this also indicates that competition in this business sector continues to escalate. The Circum clinic is a circumcision clinic which is part of the Mutiara Cikutra Clinic (KMC) Bandung. This clinic offers circumcision services using a modern method with the main advantage that the patient/child can immediately carry out normal activities right after the procedure. Based in Bandung, the clinic is now expanding to cities outside Bandung. Competition between circumcision clinics that use either conventional or modern methods and the public awareness of existing circumcision clinics lead to the fluctuation in the number of patients or consumers. Finding an appropriate marketing strategy to improve public awareness of the Cirucm clinic is the goal of this study. External and internal analysis is carried out to understand business problems broadly and deeply. Analysis of the external focus on PESTEL and competitor analysis, while the analysis of the internal focus on STP (Segmentation, Targeting and Positioning) and marketing mix (7P). In this study, both primary data and secondary data were collected for analysis. Questionnaires were also distributed to the target market of Circum by Mutiara Cikutra in order to obtain data related to the characteristics and preferences of target consumers in considering and choosing a circumcision clinic. After that, the current analysis results are summarized in the SWOT framework (Strengths, Weaknesses, Opportunities, and Threats) and further analyzed using the TOWS matrix to generate several strategic proposals. The proposed strategies are structured into a new marketing mix strategy which is expected can be a solution to the current business issue and can be implemented at the Circum by Mutiara Cikutra.