PROPOSED MARKETING STRATEGY FOR AGRO MEAT SHOP TO INCREASE SALES

• Main Author: Aulia Nurrahman, Handi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79105
• Institution: Institut Teknologi Bandung

Agro Meat Shop as a retail store that sells meat products sees potential opportunities from the decline in the existence of traditional markets in urban areas in meeting basic needs, especially meat. Through built values such as fresh, halal, hygienic, and supply chain concepts integrated with the farm itself are used to shape the feeling of comfort and different meat shopping experience. This encourages the company to get a loyal market segment, which is not only price-oriented, but also stronger and tied to the values provided. In its journey, Agro Meat Shop experienced obstacles in achieving its sales target which only reached 66.63% in 2021 and 77.44% in 2022. Based on these conditions, it is necessary to conduct research to solve problems that will improve the marketing strategy of the business model applied. This study aims to determine the significant factors that will affect the in-store experience at Agro Meat Shop, the root of internal and external problems, and provide marketing strategy solutions based on the root causes that occur. The internal condition of the business will be examined through VRIO analysis, marketing mix analysis, and STP analysis. While in the external environment that affects the business through PESTEL analysis, competitor analysis, and last consumer analysis. Based on the analysis of factors that affect customer experience in-store are affective aspects, perception of product quality, and social experience with employees, while cognitive factor results is not significant, which Agro Meat Shop should also consider improving. From the findings of the analysis, a problem analysis was carried out and root causes were found. Furthermore, solutions were made based on the root causes of the problem and recommendation to improve insignificancy of cognitive factor, namely: (1) Hiring & upgrading marketing personnel; (2) Marketing program design mechanism; (3) Increase awareness of shopping at Agro Meat Shop through marketing communications; (4) Standard operating procedures and communication guidelines for services; (5) Comparative studies for creative display inspiration to improve the quality of product perception; (6) Customizable store atmosphere to enhance the perceived impact of affective factors; (7) Diversification of complementary products; (8) Cooking demonstrations and product bundling campaigns; (9) Specific marketing approaches to the acquisition of the younger generation; (10) Immersive product display strategy involves integrating storytelling to the displays; (11) Tasting stations for further engage customers to explore flavours and textures; (12) Community connections (customer-contributed recipes, events)