An Analysis Of Suitable Marketing Strategies For PT XYZ To Increase Brand Awareness And Customer Loyalty

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Dewanti, Adinda Rahma and Varindra, Maria Renata Yan and Romadlon, Muhammad Said and Limpati, Raynaldo (2018) An Analysis Of Suitable Marketing Strategies For PT XYZ To Increase Brand Awareness And Customer Loyalty. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

As the specialty coffee industry is getting tougher, the numbers of Indonesian coffee consumers are increasing throughout the years. Based on International Coffee Organization’s record, the growth of Indonesian coffee drinkers is increasing more than 8%. As a matter of fact, the number is higher than global coffee drinker. This situation encourages the emergence of coffee shop in various areas such as offices, campuses and residential. By seeing this aggressive improvement in coffee shop business, the collaboration of IPMI International Business School students of 2014 and PT. XYZ are conducting a Group Field Project to analyze the current issues of PT XYZ as well as to support PT XYZ by providing recommendations for PT. XYZ’s improvement to increase its brand awareness and customer satisfaction. During the research, the group has compiled enough information to determine the SWOT analysis, STP (Segmentation, Targeting, Positioning) Model, Marketing/Promotional Mix, Five Porter Forces of Analysis and VRIO. Since the rapid growth of coffee shop in Indonesia, building a strong brand is widely recognize as an effective means of securing a competitive edge and capturing market share. One of the most commonly used frameworks is brand awareness. Brand awareness is a measure of the effectiveness of a company’s marketing activity and as a starting point for customer satisfaction and loyalty. Customer loyalty is stronger if the customers’ positive associations with the brand and the knowledge they had about a product before their first contact with it have been confirmed and strengthened with the first purchased. With the guidance of professional supervision and advice from top management of IPMI International Business School and PT. XYZ, all information given in the Group Field Project is accurate. This collaboration provide analyze of PT XYZ and providing some recommendation for PT XYZ. Keyword: SWOT Analysis, STP (Segmentation, Targeting, Positioning) Model, Marketing/Promotional Mix, Five Porter Forces of Analysis, VRIO, Brand Awareness and Customer Loyalty.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Library > GFP (Group Field Project)
Depositing User: Putri Lumithasari
Date Deposited: 24 Jan 2020 08:17
Last Modified: 24 Jan 2020 08:17
URI: http://repository.ipmi.ac.id/id/eprint/608

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