STRATEGI PEMASARAN PADA PERUSAHAAN HAPPY TOAST DI SURABAYA

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