COMPARATIVE ANALYSIS OF MARKETING STRATEGY BETWEEN SMALL AND MEDIUM ENTERPRISES : A STUDY OF READY TO EATS FOOD IN BANDUNG

• Main Author: Rahmawati, Putri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78601
• Institution: Institut Teknologi Bandung

Bandung is famous by its culinary destination and consistsof many culinary ofsmall and medium enterprises (SME). As the consequences, the high competition among culinary small and medium enterprises in Bandung is happening. Especially in the food package industry the number of those small and medium enterprises reaches about 98.08 percent in micro enterprises, 1.09 percent in small enterprises and 0.08 percent in medium enterprises. To win the competition in the high number of the micro-enterprises in the food package, marketing strategy needs to be carried out to oppose the competition and grow the business. The goal of this final project is to compare the existing strategies that made by several micro, small and medium enterprises. The output is to see the similarities and differences in the implemented marketing strategies to know the best marketing strategy that would be apply for SME. The exploratory qualitative method is used to collect the data, consist of observation and interviews. Our primary respondents are the founder or co-founder of each level of SME. After analysis, it was found some differences and similarities in marketing strategy applied and the business performance of each SME. From the research, it can be concluded that the best marketing are divided into three for each SME. For micro enterprise is gaining the market through sell the product with low price, for small enterprise is increasing market share through penetration pricing, and for medium enterprise is expanding total market through skimming pricing.