Proposed Marketing Strategy for Micro, Small and Medium Enterprise Culinary Business (Case Study: Presto Malioboro)
| Main Authors: | Rukmi, Laksmita; School of Business and Management, Institut Teknologi Bandung, Purwanegara, Mustika Sufiati; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4377 |
Daftar Isi:
- Bandeng Presto (soft-boned milkfish) Malioboro is an MSME culinary business that oftenly called as home industry. In the past five years (2015-2019), the business is facing issues in sales. The sales remained stagnant and tended to decrease and had not been able to gain sales. Author analysing Presto Malioboro's external and internal condition. The external analysis includes research of Porter’s 5 Forces, analysis of the competitors and customer analysis. The internal analysis involves STP analysis, analysis of resources and current marketing mix. For shopper analysis, the author is using the Extended Fishbein Model to identify performance, perceived quality and consumer satisfaction. For potential customers, the author wants to find out regarding the respondent profile, consumer behavior, considerations when buying frozen Indonesian cuisine and purchase intention. From data obtained from the analyzes, the TOWS matrix is implemented and there are 6 strategies that can be executed to improve Presto Malioboro performance, that consists of make a business account on social media, utilize social media advertisement, join as a Gojek & Grab merchant and maximizing performance, improve product packaging, develop promotional strategy through social commerce and lastly, improve product differentiation and competitive advantage.Keywords: MSME, culinary business, Presto Malioboro, marketing strategy.