PERANCANGAN STRATEGI PEMASARAN BERDASARKAN TAHAP PERTUMBUHAN ORGANISASI UMKM KRONIKOPI

• Main Author: Jonathan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76377
• Institution: Institut Teknologi Bandung

Kronikopi is one of the Indonesian SMEs engaged in the food and beverage industry. Kronikopi has implemented several innovations to achieve its goal of increasing product sales revenue in running its business. However, in reality, Kronikopi is still unable to achieve the sales target set by the owner. This has a direct effect on the development of Kronikopi's business which has been hampered. Through preliminary interviews conducted with the owner, it was found that Kronikopi has not implemented a proactive marketing strategy. Companies must be familiar with the stages of organizational growth in developing proactive marketing strategies. The organizational growth stage can be useful in understanding the problems that exist in the company's environment. This research will focus on determining the marketing strategy design of Kronikopi SMEs based on the organizational growth stage. The research begins with the identification of organizational growth stages using an assessment on the ASTRO ITB website and identification of existing marketing strategies using thematic analysis. Marketing strategies that will be identified include strategic and tactical marketing strategies, as well as product-market diversification strategies. Based on the identification results, validation is then conducted with the owner of Kronikopi so that the validated marketing strategy mapping results are produced. The mapping results will be used as input in the evaluation of existing marketing strategies against the ideal marketing strategy model by Sari & Andriani. The evaluation results will be used in designing Kronikopi's marketing strategy proposal. Kronikopi is in the second organizational growth stage, namely growth. This research resulted in several marketing strategy proposals, namely determining specific target markets, implementing competition-based pricing in determining product price standards, customer acquisition through online promotions (social media), implementing customer loyalty programs using customer databases, and implementing cross-selling and up-selling strategies.