Strategic Marketing Plan to Improve Brand Awareness of Serasa Food (Dapur Ijah)

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Wijaya, Handy and Harsa, Johan Kesuma and Harjani, Lina Nanik and Saritan, Rizkinaya and Julianto, Whisnu Thomas (2018) Strategic Marketing Plan to Improve Brand Awareness of Serasa Food (Dapur Ijah). Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

PT. Serasa Selera Nusantara (Serasa Food) has the calling from the owners’ consciences to establish the company who can empowers the SMEs under Serasa Food coverage. Established in 2014, Serasa Food is a food-packaging company who dreams to bring the Indonesian recipes to all over the world. As a social entrepreneur, Serasa Food commits to empower the local Small and Medium Enterprises (SME) to cooperate in presenting the Indonesia original cuisine to our table. The Small and Medium Enterprises (SME) under Serasa Food will be engaged in Fast Moving Consumer Goods (FMCG) Industries. Serasa Food commits to keep the recipe secret in SME themselves, so each SME will not share any secret recipe to Serasa Food. Therefore, Serasa Food will only share its knowledge and skill to Small and Medium Enterprises (SME), help the capital if SME needed, open the access for marketing and strategy to modern retail, professionalize the SME and give the access of marketing technology to SME. In here, Serasa Food help the SMEs to improve product quality along with helping them distribute and penetrate into market. The objective of this research is to provide an analysis of current marketing strategy for Serasa Food focus on Dapur Ijah brand, as new product launched to improve its brand awareness. This analysis will cover the company's current business strategy and objectives, and link it to the implementation of marketing strategy at the company. The analytical tools used by the students are Business Model and Marketing Analysis, SWOT, VRIN, PEST, and Porter Analysis. From this analysis, the students found Dapur Ijah can improve its brand awareness through a new Marketing Strategy to enable Dapur Ijah to utilize its the internal sources strengths to compete with external opportunties. Thus, the students recommend optimizing the company's marketing mix strategy by integrating its offline and online marketing strategies. Dapur Ijah should focus on the economic scale and traditional line.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Library > GFP (Group Field Project)
Depositing User: Gandes Mranani
Date Deposited: 22 Jan 2020 04:37
Last Modified: 22 Jan 2020 04:37
URI: http://repository.ipmi.ac.id/id/eprint/405

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