ROPOSED MARKETING STRATEGY FOR BRUSH AND PALETTE TO INCREASE SALES
The Food and Beverage market in Indonesia, including coffee shops such as Brush and Palette, has experienced significant growth due to increased consumption in Indonesia. With increasing consumption in the F&B industry, there is a target market for coffee shops. From interviews with the owner...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/75609 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The Food and Beverage market in Indonesia, including coffee shops such as Brush
and Palette, has experienced significant growth due to increased consumption in
Indonesia. With increasing consumption in the F&B industry, there is a target
market for coffee shops. From interviews with the owner of Brush and Palette, it
was revealed that sales were stagnant and below target which raised concerns about
revenue stability and sustainable growth. By focusing marketing efforts on
promoting and eliciting purchase intent, Brush and Palette can strategize to increase
sales and align with customer preferences. Further research is needed to refine
market segmentation and develop more precise targeting strategies.
The purpose of this study is to identify the factors that influence and increase sales
of Brush and Palette. This research uses quantitative research methods with
descriptive statistics. The sample for this study consisted of 200 respondents who
were taken using the non-probability sampling method. The questionnaire will use
a Likert scale with five levels, which represent the scale intervals. Questionnaires
will be distributed online. The research tool used in this research is a questionnaire.
Data analysis methods are divided into two, namely internal analysis (7Ps of the
marketing mix and STP) and external analysis (PESTEL Analysis, Porter's Five
Forces Analysis, Competitor Analysis, and Customer Analysis). Then, the data
were analyzed using SWOT and TOWS analysis.
Based on the research results, companies must carry out effective promotional
activities so that they can easily attract potential or existing customers to buy or
repurchase Brush and Palette products. Affordable prices and quality products can
attract consumers to buy Brush and Palette products. Brand awareness of buyers
must be increased by Brush and Palette because it has a positive effect on purchase
intentions. Several strategies that can be implemented in Brush and Palette are
utilizing strategic locations and interior design to attract new customers and
increase menu choices and facilities to strengthen their competitive position
through these strategies. In the implementation plan, a schedule is made for one
year to carry out a strategy that focuses on promotional activities and strengths
owned by BnP with PIC and KPI in each activity such as paying attention to the
increase in the amount of sales that is responsible for the marketing manager |
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