DEVELOPING MARKETING STRATEGY FOR MICRO ENTERPRISE (SALMANIS CASE STUDY)
Salmanis is an ice cream shop located in Bandung City. Since it opened on 29 September 2022, Salmanis turnover only depends on traffic, especially students in the ITB. This research intended to find the internal and external factors which affected the performance of Salmanis. The internal factors ar...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/80018 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Salmanis is an ice cream shop located in Bandung City. Since it opened on 29 September 2022, Salmanis turnover only depends on traffic, especially students in the ITB. This research intended to find the internal and external factors which affected the performance of Salmanis. The internal factors are obtained by analyzing the general environment, industrial environment, and competitor analysis. The resource analysis and value chain analysis were performed to obtain the internal factors. This research employed a qualitative approach. The primary data were collected through observation and interviews. While secondary data are collected through reports, journals, news, brochure, article, website, and social media. The novelty of this research is the utilization of the Holistic Marketing approach, everything matters connected with resources and activities. The SWOT quantification was performed to choose the significant factors of strength, weakness, opportunity, and the threat of Salmanis, and to assess the dominant factors which determined the appropriate corporate strategy. The TOWS matrix was performed to formulate the functional strategies. Based on the analysis, the appropriate corporate strategy for Salmanis is growth, the marketing strategies are proposed through social media marketing strategy development. |
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