PERANCANGAN STRATEGI PEMASARAN UMKM BAIZA SUSHI BERDASARKAN TAHAP SIKLUS HIDUP PRODUK

• Main Author: Putri Alyssa, Shafira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77757
• Institution: Institut Teknologi Bandung

UMKM Baiza Sushi is a small category business that serves Japanese food. Baiza Sushi has experienced a decline in revenue since the beginning of 2022. The owner stated that the decrease in revenue was due to the decrease of marketing performance. Baiza Sushi’s marketing strategy is designed only based on the intuition of the management team. In addition, Baiza Sushi has several top menus that have higher sales compared to other products. These products can be used as the basis for designing marketing strategies to increase Baiza Sushi’s revenue back. Therefore, this research will design a proposed marketing strategy for UMKM Baiza Sushi based on product life cycle stage. First, the product life cycle stage of Baiza Sushi is identified with Analytic Hierarchy Process (AHP) method. With the AHP method, the person in charge of the Baiza Sushi store gives subjective inputs related to the characteristics for determining the product life cycle stage and Baiza Sushi’s product life cycle stage is identified as the decline stage. Next, Baiza Sushi’s existing marketing strategy is identified, which includes product, price, distribution, advertising, and sales promotion strategies. The identified strategies will be evaluated by identifying the appropriate product life cycle stage for each strategy. From the evaluation, it was found out that the current product strategy is in the growth stage, the price strategy is in the introduction stage, the distribution strategy is in the growth stage, the advertising strategy is in the introduction stage, and the sales promotion strategy is in the introduction stage. It was found that that all strategies have a gap with the strategy at the decline stage. The gap is used as a basis for designing marketing strategy proposal to achieve ideal conditions at the decline stage. The proposed marketing strategy are to remove weak products, lower the prices to be lower than competitors, and delay the two new branches openings. Apart from that, a marketing strategy proposal was also given to return to the growth stage, which is to carry out strong promotion and repositioning.