Analisis strategi pemasaran dengan pendekatan swot dan customer journey (studi kasus: kedai cangkrukan cak ndemo oo)

Rohim, Muhammad Roufur (2023) Analisis strategi pemasaran dengan pendekatan swot dan customer journey (studi kasus: kedai cangkrukan cak ndemo oo). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan bisnis di Indonesia pada saat ini sedang dalam masa perkembangan yang baik dan signifikan khususnya pada industri kuliner. Namun, selama dua tahun terakhir industri ini mengalami krisis akibat adanya pandemi Covid-19. Hal ini yang mendorong para pemilik bisnis di industri kuliner perlu menyesuaikan diri dengan kondisi. Melihat peluang membaiknya kondisi perekonomian Indonesia saat ini sehingga Kedai cangkrukan cak ndemo oo atau bisa disebut KCC mulai kembali eksis memberikan pelayanan melalui industri makan. Namun dengan potensi dan keunikan yang dimiliki, Kedai Cangkrukan Cak Ndemo oo masih belum menerapkan strategi pemasaran secara optimal, dan terdapat beberapa masalah yang krusial. Kedai Cangkrukan Cak Ndemo oo perlu melakukan analisis SWOT guna melihat potensi bisnis yang dimiliki melalui internal dan eksternal bisnis, selain itu customer journey juga penting untuk diterapkan dalam meningkatkan kenyamanan pelanggan dengan melihat pengalaman kunjungan pelanggan. Penelitian ini bertujuan untuk mengidentifikasi strategi pemasaran, mengidentifikasi penilaian pelanggan saat berkunjung, menentukan permasalahan berdasarkan SWOT dan customer journey, dan memberikan rekomendasi usulan perbaikan strategi pemasaran dan proses bisnis pada Kedai Cangkrukan Cak Ndemo oo. Pengambilan data dilakukan menggunakan wawancara mendalam dengan responden yang dipilih berdasarkan kebutuhan penelitian yang berjumlah 5 (lima) orang responden. Data responden terbagi atas internal KCC yang berperan dalam mengidentifikasi kondisi internal dan eksternal bisnis dan memetakan proses bisnis yang ada, kemudian pelanggan dan kompetitor berperan untuk menemukan kondisi emosional pelanggan selama menjalani proses bisnis. Hasil dari identifikasi penelitian mendapatkan hasil berupa terbentuknya 5 (lima) usulan yang dapat direkomendasikan kepada KCC untuk diterapkan, berdasarkan kelima rekomendasi didapatkan hasil validasi dari KCC bahwa diterimanya 4 (empat) usulan yaitu: perancangan SOP, menerapkan promosi penjualan, melakukan strategi social media marketing, dan penambahan opsi pembayaran menggunakan QRIS sedangkan usulan mengadakan program event marketing atau ikut dalam sebuah event belum disetujui untuk diaplikasikan pada Kedai Cangkrukan Cak Ndemo oo.
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Business development in Indonesia is currently in a period of good and significant development, especially in culinary industry. However, for the last two years the industry has experienced a crisis due to the Covid-19 pandemic. This is what drives business owners in the culinary industry to adapt to conditions. Seeing the opportunity to improve the current condition of the Indonesian economy so that the Ketai Cangkrukan Cak Ndemo oo or can be called KCC ready starting to exist again providing services through the food industry. However, with its potential and uniqueness, Kedai Cangkrukan Cak Ndemo oo has not yet implemented an optimal marketing strategy, and there are several crucial problems. Kedai Cangkrukan Cak Nemo oo needs to do a SWOT analysis to see its business potential through internal and external business, besides that the customer journey is also important to implement in increasing customer convenience by looking at the customer visiting experience. This study aims to identify marketing strategies, when visiting, determine problems based on SWOT and customer journey, and provide recommendations for suggestions for improving marketing strategies and business processes at Kedai Cangkrukan Cak Ndemo oo. Data collection was carried out using in-depth interviews with respondents who were selected based on research needs with 5 respondents. The respondent’s data is divided into internal KCC which plays a role in identifying internal and external business conditions and mapping existing business processes, then customers and competitors play a role in discovering the emotional state of customers during business processes. The results of the research identification resulted in the formation of 5 proposals that could be recommended to KCC to be implemented, based on the five recommendations, validation results were obtained from KCC that 4 proposals were received, namely: designing SOP, implementing sales promotions, implementing social media marketing strategies, and the addition of payment options using QRIS while the proposal to hold an event marketing program or participate in an event has not been approved for application by Kedai Cangkrukan Cak Ndemo oo.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Customer Journey, Kuliner, Strategi Pemasaran, SWOT
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF6161.F616 Food. Food service
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Muhammad Roufur Rohim
Date Deposited:	07 Feb 2023 08:02
Last Modified:	17 Feb 2023 06:34
URI:	http://repository.its.ac.id/id/eprint/96368

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