Analisis Model Bisnis dan Bauran Pemasaran Untuk Bisnis Waralaba Rocket Chicken Kota Bojonegoro

Mahardhika, Regina Alvitasari (2023) Analisis Model Bisnis dan Bauran Pemasaran Untuk Bisnis Waralaba Rocket Chicken Kota Bojonegoro. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Rocket Chicken adalah perusahaan waralaba yang bergerak di bidang makanan cepat saji, dengan produk unggulan fried chicken, burger, steak dan chinese food. Untuk menjaga eksistensinya di masa yang akan datang, sangat diperlukan untuk menganalisis strategi bisnis agar siap menghadapi persaingan dan peluang yang akan datang. Tujuan dari penelitian ini adalah untuk mengetahui model bisnis yang sedang berjalan oleh Rocket Chicken dan mengembangkan model bisnis tersebut sebagai pembuatan perencanaan strategi bisnis. Diawali dengan penerapan Business Model Canvas (BMC) untuk membahas lebih detail di setiap blok BMC. Dilanjutkan dengan analisis Segmentation, Targeting, Positioning (STP), serta Bauran Pemasaran 7P. Dari hasil yang diperoleh dari BMC adalah dengan menambah varian menu-menu seasonal. Penetapan Segmentation, Targeting dan Positioning didasarkan pada karakterisitik demografis dan penilaian konsumen. Pada analisis segmentasi terbentuk 3 segmen. Analisis targeting ditetapkan bahwa segmen 1 dan 3 memiliki persentase cluster tertinggi. Positioning yang terbentuk berdasarkan penilaian responden terhadap 4 kategori. Rumusan strategi pemasaran yang terbetuk dari hasil wawancara dengan top management menggunakan bauran pemasaran 7P
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Rocket Chicken is a franchise company engaged in the fast food sector, with superior products such as fried chicken, burgers, steak and Chinese food. To maintain its existence in the future, it is very necessary to analyze business strategies so that they are ready to face the competition and opportunities that will come. The purpose of this research is to find out the business model that is being run by Rocket Chicken and to develop this business model as a business strategy plan. Beginning with the implementation of the Business Model Canvas (BMC) to discuss in more detail in each BMC block. Followed by analysis of Segmentation, Targeting, Positioning (STP), and the 7P Marketing Mix. The results obtained from BMC are adding variants of seasonal menus. Determination of Segmentation, Targeting and Positioning is based on demographic characteristics and consumer ratings. In segmentation analysis formed 3 segments. The targeting analysis determined that segments 1 and 3 had the highest percentage of clusters. Positioning is formed based on respondents' assessment of 4 categories. The formulation of the marketing strategy formed from the results of interviews with top management uses the 7P marketing mix

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Business Model Canvas, Bauran Pemasaran, Segmentation Targeting Positioning, Model Bisnis, Pengembangan Bisnis, BMC, Marketing Mix, STP, Business Model, Business Development
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Regina Alvitasari Mahardhika
Date Deposited:	31 May 2023 10:28
Last Modified:	31 May 2023 10:28
URI:	http://repository.its.ac.id/id/eprint/98023

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