PROPOSED MARKETING STRATEGY AT PT. MERAKI BINAR AMERTA CASE: NORTHWOOD CIHANJUANG

• Main Author: Rizqi Atthoriq, Faisal
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/74694
• Institution: Institut Teknologi Bandung

The Travel and Tourism Competitiveness Report 2022's most recent statistics place Indonesia's tourism sector 32nd out of all nations with a score of 4.3, an improvement of eight levels from the 2019 ranking. One of the main sources of income for Indonesia is the tourism sector. From 2018 to 2021, every sector of the culinary industry in Bandung increased. This indicates that the city's culinary industry is expanding annually, and Indonesia is one of the nations with a very large and renowned delectable variety of culinary types. Since April 2021, Northwood Cihanjuang has operated as a coffee shop in Bandung. The revenue of Northwood Cihanjuang does not always meet the desired target, especially in the most recent year, when it fell far short of the target and by a significant margin from when the store first opened. With a questionnaire serving as the primary data source and a literature review serving as the secondary data source, the goal of this study is to increase revenue by utilizing an integrated marketing communication strategy that is anticipated to increase interest in visiting Northwood Cihanjuang. The analysis of the issue is the main goal of this study. This study used both internal and external analysis. Current Strategy, IMC, STP, and Marketing Mix are used for internal analysis, while PESTEL, Porter Five Forces, Competitor Analysis, and Consumer Analysis are used for external analysis. The analysis can reveal the primary reason for the recent decline in Northwood Cihanjuang's revenue as well as the best course of action for resolving the commercial issue. The goal of this study's IMC strategy is to increase Northwood Cihanjuang's level of visits in order to raise the coffee shop's revenue.