PROPOSED SOLUTION ON MARKETING AND OPERATIONS FOR SECANGKIR TEMU COFFEE SHOP

• Main Author: Hutama Cahya T.T.P.K., Johannes
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/72807
• Institution: Institut Teknologi Bandung

This thesis is about the proposed solution to Secangkir Temu coffee shop regarding their marketing and operational procedures in order to present the perfects solution for the current problems that the establishment is facing. The establishment of Secangkir Temu coffee shop, or the locus of this thesis research has been running for four years since it has been established, but without a doubt it has faced numerous amounts of problems throughout the years. This thesis research will be presenting the possible problems that have occurred throughout the years, what can be done with each of the possible problem, and how to solve each problem for the growth of the establishment in the future. This research must be carried out, because it has a unique trend on their side of the story. With the first year being very smooth, while the other years showed a declining trend that cuts their whole sales into less than ten percent of the first year. The second year of their business run was affected by the COVID-19 pandemic as well. However, it should not have plummeted extremely, because there was no lockdown, but only large-scale social restrictions occurred. The possible problems are coming from their marketing strategies, selection of marketing tools, operating procedures, and product varieties. This thesis is conducted with the method of qualitative research method. It is believed that the problems that have been faced by this establishment are in the marketing and operations. When marketing and consumer spending are involved in a situation, it means that it is relatable to the behavior of the consumers that have visited the establishment. the consumer behavior would lead to the intentions of the consumers. The intention itself can come from the promotion of the word of mouth, social media, and by the online merchants. The data collection for this research will be from two data sources, primary and secondary data sources. The primary data source would be from key informants by focus group discussions and in depth or unstructured interviews. The secondary data would be from the reviews of the consumers who have dined in the establishment, or reviews from online sources. The data collected is processed through various analyses. The analyses used in this research are the 7 Ps of marketing mix analysis, the Porter’s Five Forces analysis, and the SWOT analysis. Along with the analyses comes with the solutions of the problems, as well as the implementation plan on how and when to begin the plan with the time frame as well