COMPETITIVE STRATEGY TO DEVELOP CREATIVE SPACE AS THE NEW PERFORMANCE OF COFFEE SHOP INDUSTRY IN BANDUNG (STUDY CASE: TANAMU)

• Main Author: Raihan Fadhila, Ahmad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77511
• Institution: Institut Teknologi Bandung

The development of the times that have changed all human activities into modern makes humans have to adapt quickly to this development. One of them is by changing the work system to online. Therefore, many cafes currently provide co-working space to support the comfort of visitors who want to do their work. With so many cafes starting to carry this theme, it is necessary to have the uniqueness of each café so that it can look more attractive in the eyes of the public. Tanamu as a café located in Bandung City also provides co-working space for customers. Not only that, Tanamu also provides an art gallery in the café that can be entertainment for all customers. Uniquely, the theme owned by Tanamu must be supported by the implementation of the right development strategy, so that Tanamu can develop optimally and can be known by more people. In this study, marketing mix and penta helix strategies were used to identify factors that can support the development of Tanamu. Based on the results of the research that has been done, it was found that all aspects of the marketing mix, namely product, people, place, price, process, promotion, and physical evidence have been completed by Tanamu, but not yet maximized so that improvements are needed in each aspect to get greater profits. Then, all aspects of the penta helix, namely academy, government, community, business, and media, are concluded to contribute positively to the development of Tanamu.