The analysis of marketing strategy during the COVID-19 pandemic of Affinois as SME food souvenir in Medan

Angelica, Cecilia (2021) The analysis of marketing strategy during the COVID-19 pandemic of Affinois as SME food souvenir in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Cake is one of the main food souvenirs in Medan for SME. The onset of the COVID-19 pandemic has an impact on Affinois's sales levels and marketing strategy. Affinois is promoting and branding to the people of Medan intensively during COVID-19. However, the awareness of Medan residents towards Affinois and its products is still uneven known based on data of Interview and Observations gathered. Therefore, this research aims to analyze the business-competitive strategy and the marketing strategy of Affinois through SWOT analysis. The grand theory of this research is from Erpurini (2021) and Rangkuti (2016), to identify important aspects of a company’s strengths, weaknesses, opportunities, and threats especially in the field of Marketing. This study employs a qualitative methodology. Triangulation data collection techniques, such as observation, interview, reporting/documentation (primary data), secondary data, and a questionnaire, were used to aid the study findings. Several aspects of marketing strategies, marketing blend, promotions methods, perceptions, and SWOT analysis are examined in this report. The findings of this research show that marketing has a huge impact on people's perceptions and purchasing intentions. The end result is Affinois Medan is in quadrant III based on SWOT Analysis of Turn Around, which means that the company's current situation has a lot of potential but also a lot of flaws. Affinois is currently working on expanding the market and getting more customers. The researcher recommends Affinois to analyze perceptions and increase public awareness./Cake merupakan salah satu Food Souvenir yang dominan digeluti oleh Usaha Kecil Menengah (UKM) di kota Medan. Timbulnya pandemi COVID-19 berdampak pada tingkat penjualan dan strategi pemasaran Affinois. Affinois melakukan promosi dan branding ke masyarakat Medan dengan gencar pada COVID-19, namun kesadaran warga Medan terhadap Affinois dan produknya masih belum merata diketahui berdasarkan data yang diperoleh dari Interview dan Observasi. Tujuan penelitian ini adalah untuk menganalisis strategi bisnis-kompetitif dan strategi pemasaran Affinois Medan melalui analisis SWOT. Teori utama penelitian ini diambil dari Erpurini (2021) dan Rangkuti (2016), Mengidentifikasi aspek-aspek penting dari kekuatan, kelemahan, peluang, dan ancaman perusahaan khususnya di bidang Pemasaran. Penelitian ini menggunakan metodologi kualitatif. Teknik pengumpulan data dengan triangulasi, seperti interview, observasi, dokumentasi (data primer), data sekunder, dan kuesioner, digunakan untuk membantu temuan penelitian. Beberapa aspek strategi pemasaran, bauran pemasaran, metode promosi, persepsi, dan analisis SWOT dibahas dalam laporan ini. Temuan penelitian ini menunjukkan bahwa pemasaran memiliki pengaruh yang sangat besar terhadap persepsi dan niat beli masyarakat. Hasil akhirnya adalah Affinois Medan berada pada kuadran III berdasarkan hasil analisis SWOT dari Turn Around,yang artinya situasi perusahaan saat ini memiliki banyak potensi namun juga banyak kekurangan. Affinois Medan saat ini sedang menyusun siasat memperluas pasar dan mendapatkan lebih banyak pelanggan. Peneliti merekomendasikan Affinois Medan untuk menganalisa persepsi dan meningkatkan kesadaran masyarakat.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Angelica, CeciliaNIM03013170074cecilia.angelica27@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPolili, Andi WeteNIDN0009097303andi.polili@lecturer.uph.edu
Uncontrolled Keywords: strategy; marketing; promotion; perception; swot
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 11923 not found.
Date Deposited: 14 Aug 2021 07:11
Last Modified: 18 Jan 2022 02:39
URI: http://repository.uph.edu/id/eprint/41571

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