| dc.description.abstract | MARKETING STRATEGIES FOR HAPPY TOAST IN SURABAYA
The purpose of this study is to formulate a marketing strategy for Happy
Toast in Surabaya. This research is a qualitative descriptive study. It uses Five
Forces analysis to analyze the industrial structure and external environment. It
also uses SWOT analysis to assess the company's strengths, weaknesses,
opportunities, and threats. The analysis result is then put in IFAS and EFAS Table
for the company position to show up on the TOWS matrix quadrant diagram.
Next, the position is used to determine the right strategy that will be implemented
in Marketing Mix to gain new customers and use Customer Relationship
Management (CRM) to maintain existing customers. The data collection methods
in this study involve interviews, observation, and documentation. Interviews are
used to determine the current structure of the food industry, as well as the
company's strengths, weaknesses, opportunities, and threats. Meanwhile,
observation is conducted towards external circumstances and marketing
activities. The company's internal data is used as a documentation source. Study
result suggests that the company is in quadrant 2 (ST). Based on that, the right
strategy for the company is concentric diversification strategy. The Marketing
Mix analysis result suggests that Happy Toast should create more product
variants and sell unique and fresh-flavored jam variety. Based on the two
approaches, the pricing methods can be divided into two-part pricing and prestige
pricing. Meanwhile, the recommended distribution channels are mall stores, food
centers, and direct channels to consumers. In terms of promotion, the company
should utilize social media, mass media, endorsements, exhibitions, and
community groups. Additionally, CRM activities involve maximizing customer
acquisition, customer retention, customer selection, and customer extension | en_US |
