PROPOSED MARKETING STRATEGY TO INCREASE SALES OF F&B BUSINESS (CASE STUDY: KAPAU ANAK SULTAN)

• Main Author: Dwiastuti, Aryanti
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83968
• Institution: Institut Teknologi Bandung

Indonesia's food and beverage industry has always been crowded with tight competition and broad innovation. Kapau Anak Sultan a newly established restaurant business since 2021, the first two and a half years, showed that the company could stand the tight competition in the F&B industry despite the COVID19 pandemic outcomes. However, after late 2023 the sales of Kapau Anak Sultan have been declining. Alongside the declining sales, the business cannot gain new customers due to a lack of brand awareness. After conducting the problem explorations, it can be determined that the company needs to adjust its marketing strategy to boost sales and improve brand awareness. This research aims to provide Kapau Anak Sultan with appropriate marketing aligned with the newly proposed business strategy. By implementing qualitative and quantitative methods with both primary and secondary data, the research began with customer, internal, and external environment analysis of the business to understand the business problem entirely. A survey questionnaire was distributed to 224 respondents to carry out the customer analysis. Furthermore, to gain insights into the company's internal conditions, interviews with the CEO, management, and outlet employees of Kapau Anak Sultan were conducted. This information was gathered to conduct RBV analysis, VRIO analysis, Value Chain analysis, and some customer analyses such as STP analysis and Marketing Mix. Analyses of the external environment with General, Industry, and Competitor analysis were also conducted. After the analyses, the strengths, weaknesses, opportunities, and threats were identified, summarized in the SWOT framework, and used further to generate proposed solutions using the TOWS matrix. Furthermore, the results from the customer survey were used to conduct the Cluster analysis, which then yielded three new clusters of segment market. Out of the three clusters, two combined clusters were then set as the target market. Moreover, through the customer survey, the broad differentiation strategy was more suited than the current business-level strategy. A new marketing mix was also proposed, which included adding a variety of toppings or portions to the mixed rice, introducing a new pricing strategy that can support the new differentiation strategy, enhancing the dining experience and iii superior services in the outlets, and implementing strong promotional activities through secondary leveraging brand associations such as co-branding, social media marketing, and sales promotion.