OPTIMIZING BUSINESS PERFORMANCE BY FINDING THE MARKET AND THE SEGMENTATION AND ENHANCED THE SERVICESCAPE BY ITS MARKET POSITIONING: CASE STUDY OF NGOPI DOELOE SANGKURIANG BANDUNG

• Main Author: Utomo, Radityo
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/81300
• Institution: Institut Teknologi Bandung

This study aims to investigate and develop the optimization of business performance of a café that has been around for a long time in the city of Bandung, namely Ngopi Doeloe Jalan Sangkuriang Bandung. Ngopi Doeloe is a café that has been established since 2006 in the city of Bandung and is one of the pioneer places for coffee in the city of Bandung. In 2019 Ngopi Doeloe established a new branch on Jalan Sangkuriang Coblong Sub-district Bandung with the aim of making this branch a premium branch. However, there are several problems experienced by this branch where there are difficulties in achieving the sales targets they hope for, where there are still fluctuations in monthly income and there is still a gap of between 18-20%. This problem is based on several factors that have been discovered using preliminary research by the author from both parties, namely Ngopi Doeloe, namely the manager and owner and consumers. The results found by Ngopi Doeloe Jalan Sangkuriang Bandung were that they did not know how many and who the number of target consumers were in the area and how to reach them. The problem for consumers is that many consumers feel that Ngopi Doeloe is no longer attractive and many feel that the servicescape of the place is no longer attractive. Therefore, to optimize Ngopi Doeloe Jalan Sangkuraing Bandung and answer these problems, several steps need to be taken, where analysis will be carried out with Tam Sam Som to find the target audience in the Coblong sub-district, STP analysis to ensure the positioning of the market, and analysis of targeted servicescape preferences. an audience that has been found with Tam Sam Som and positioned with STP to find consumer preferences.