Perpustakaan Digital ITB

Nowadays, people's need of comfort is increasing. Modern people tend to go to modern market which is more comfortable compared to the traditional market. People's paradigm has shifted from not only concern with low prices, but also concern with the pleasantness of a store or market. One of the example of a modern market is Top Buah Segar. First established in jl. Caman in the city of bekasi, as the only modern market in the area that specializing in selling fruits, Top Buah Segar earn themself a large amount of money. But when they entering the third year, their sales is going down drastically. Meanwhile, The Top Buah Segar branch in Cibubur has gain a lot of profit and manage to maintain their customer untill now. This paper will explain and describe the phenomenon of Top Buah Segar and finding the problems using research methodologies such as interview, literature study, and Questionnaire. writer conducted interview with the store manager of Top Buah segar to get more information related to the factors that affect Top Buah Segar. Because the branch in Cibubur has a better performance, writer will create a strategy based on the Cibubur branch performance to increase the performance of Top Buah Segar in Bekasi. The tools used in this research were SWOT and TOWS Analysis, and questionnaire. SWOT Analysis was used to identify the internal and external factors affected Top Buah Segar in the industry from the perception of the company itself. On the other hand, questionnaire which based on Marketing Mix 7P strategy identified the internal factors of firm from customers' perception. After all tools were done executed, the researcher found strength, weaknesses, opportunities and threats of Top Buah Segar Bekasi The weakness were the lack of the employees, the physical evidence, the price and the rest is the strength of Top Buah Segar. The opportunities of Top Buah Segar Bekasi are mainly because theres 3 housing estate nearby and theres a school will be built next to the store while the threats are from other stores like Giant and Indomaret. After performed data analysis, the conclusion and recommendation were made. Top Buah Segar in Bekasi lack in almost every aspect of the Markting Mix 7p, while Top Buah Segar in Cibubur excell at every aspect. In order to increase its performance the researcher recommend that Top Buah Segar Bekasi need to hire more employees to better manage the stores, create a marketing team to search and maintain customers, and they need to fix the physical evidence. Keyword: Marketing Mix Analysis, SWOT, Basic Model of Strategic Management, Top