PROPOSE MARKETING STRATEGY FOR WARKOP G TO ENTER NEW MICE TARGET MARKET IN GRESIK CITY

• Main Author: Badruttamam, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80787
• Institution: Institut Teknologi Bandung

Coffee consumption in Indonesia has been on the rise every year, owing to the growing culture of coffee consumption. Coffee shops, which are businesses specializing in the sale of coffee products, have also witnessed an increase in their popularity, aligning with the upward trend of coffee consumption, particularly in Indonesia. Warkop G, situated in the city of Gresik and operating within the coffee industry, is capitalizing on this trend to establish itself as a Food and Beverage (FnB) enterprise with a unique concept distinct from its competitors. Over time, customer engagement in coffee shops has evolved beyond merely savoring coffee, encompassing activities such as meetings, co-working, exhibitions, and various other events. This activity is referred to as a MICE activity. Recognizing its potential, particularly in the city of Gresik, which is an industrial city in East Java, Indonesia, where MICE activities are expected to experience continuous growth each year, Warkop G intends to conduct research to enter the MICE market in the city of Gresik. Generally, MICE activities are hosted in hotels and expansive exhibition venues characterized by large and roomy structures. Warkop G, on the other hand, boasts a capacious setting along with a coffee shop known for its simplicity. Therefore, this research will center on the MICE market's potential in the city of Gresik and how Warkop G's Unique Selling Point will distinguish it from other competitors. In order to formulate Warkop G's marketing strategy for entering the MICE market, this research will utilize various business tools, including the Value Proposition to establish a unique selling point and several other tools. The development of a business strategy will involve the use of the Go-To-Market approach as a tool for crafting a marketing strategy for the products/services intended for the target market. The author employed qualitative research techniques, including observational methods and interviews with multiple sources, in both exploratory and confirmatory approaches to gather the necessary data. The ultimate outcome of this research is the development of a marketing strategy aimed at boosting sales.