Perpustakaan Digital ITB

For the last three years, grab-and-go coffee shop has been a promising business-phenomena triggered by significant growth of Indonesian coffee consumption and shifting customer-behaviour due to the presence of food-delivery service provided by ride-hailing company. However, based on situation analysis that has been conducted, the biggest threat of starting a new grab-and-go coffee shop is linked to company’s competitive-power against its competitors. Therefore, problem statement of this research is to determine marketing mix strategy that can give competitive advantage for a new grab-and-go coffeeshop in Bandung. Research method which been used in this research is market segmentation using cluster analysis based on demographic and customer preference. Then, target market is determined and positioning strategy is developed. Output of this research is 4Ps marketing mix strategy which consist product, price, place, amd promotion. Cluster analysis formed three different clusters; product-quality-and-convenience-oriented customer, socially-engaged customer, and demanding, less-profitable customer. Market segment which been chosen to be the target market of this research is socially-engaged customer. Competitive advantage that has been determined for the new grab-and-go coffee shop is differentiation advantage through service differentiation which has proposisi nilai as a grab-and-go coffee shop that offer a whole new coffee-experience through personalized, hidden messages which specially made for each of its customers. Aestethically good packaging design is the core of the product strategy. Place strategy that has been chosen is by using direct channel to sell the products. Product price is determined to lay between Rp15.000 – Rp25.000. Last, promotion will be focused on optimizing word-of-mouth strategy on social media.