Promotional Strategy Essay

1.1 BackgroundNowadays, caf is one of the just more or slight demanded businesses. Cafs business development continues to grow day by day, so differentiation every caf has its own advantages. For example, there ar caf for reading books, observatory live music, watch football, shock, or just as extra adeptness (such as in the workshop, or in the car saloon), etc. Caf satiaten from French language, that means coffee tree, nevertheless later make up a amaze where people fecal matter drink non entirely coffee unless in worry manner different beverages. In Indonesia, caf means a simple place, tho quite interesting where people female genital organ withal eat. Caf regarding to common cyclopaedia is a place that serve food and beverages or place apply to eat. Caf regarding to The New Collins Dictionary & Theosaurus is a cheap restaurant that dowery an easy cooked food. Caf is a place that similar to restaurant but has a special restriction. From definitions above root conclude that caf is a place same restaurant with a smaller stage setting that serve food and beverages with variety facilities such as live music or free meshwork that generated for their node. Hanging out with friends, or family definitely becoming roughwhatthing that makes us happy. oddly if it is we do in a relaxed atmosphere in a direction or a special place. There argon several ship canal you can do to it, especially the design space for a coffee, teatime or a chat with the family, namely by Create a pouffe qualified sofa and put in seating space, the comfort it would sure defend made us go through at home and comfort to sharing stories. Put your stereo or home theater station in the corner of the elbow fashion, where the sound effects are produced non stir your ears nor anyone else was in the room. Put some ancillary equipment such as coffee maker, toaster, microwave or dispencer, which makes us easy to perk up drinks or ardent food to be fitted to linger together. Create the atmosphere is not too bright and exotic with the right lighting. Can be move lamp or standing lamp and former(a) trinkets enough to read but ideal for hanging out together. If some of above things are done, they may be called a caf. Beside for relaxing and hanging out with friends, caf nowadays in like manner become a place to work.University of British Columbia has recently launched a report on the effectiveness of the work found on the level of randomness in the workplace. More than 300 participants were asked to complete a series of tasks to leaven the concentration of thought. At the same time, the noise level in the room is constantly changing, ranging from very quiet until the sounds were deafening. As reported by wiz Beauty, the participants proved to be more easily accomplishing tasks in a room that has a noise level of average sound. Atmosphere in caf that were not so quite but not disturb the concentration able to make them more comfort able at the thought. And the idea of just rove off to a caf with a notebook and writing and seeing where that takes me for awhile is just bliss J.K. Rowling (Author of Harry Potter)1.2 Brief History of Kofielosophy CafMost of restaurans and cafes in Bandung has wi-fi facilities nowadays. One of those cafes is Kofielosophy. It is located in Jl. Anggrek 36. Kofielosophy was established on June 2010. Since the owner of Kofielosophy bask to work while relaxing, the owner builds a caf that grant food, beverage, entertainment, gritground music, and also meeting room. There are a lot of cafes in Bandung, which provide wi-fi for work, but there are just a few which provide a meeting room inside the caf, especially in Bandung exchange area. What is the atmosphere like? What does Kofielosophy look like i.e. furniture, lighting, colors, art, etc? its very classy and elegant, relaxed with Indonesian-European sophistication. Kofielosophy arrive small cool stage on the second floor. This ca f bring to pass a comfortable casual dining experience through their creative walls, treelike and white walls with many accecorries , even their staff wearing all somber uniformAnd how somewhat the out-of-door seating? Kofielosophy concept is all astir(predicate) relaxed dining atmosphere, with back-sound music. Kofielosophy have a soft lounge area for relaxing, bar, and outdoor seating area for dinners, which is great for relaxing lunch in the temperateness or dinner. They dont need any air-conditioning because the atmosphere at the location itself is already fresh. The reason why Kofielosophy still stands out is because they are a fresh injection into the Bandung central area scene. And the mission mastery of Kofielosophy is relaxed, sophisticated, accessible casual dining, and peacefully working.The beginning asks to the Koffielosphys trouble about why they build business in Bandung Central area, and asks about are they like the surrounding area. And Koffielosophys tol d that Bandung Central area is sophisticated, neat, and hard working. They feel their caf concept goes hand in hand with that environment and suits their patrons perfectly. They also have very lovely neighbors they all support each other, which are other cafes and restaurants. Even the others had more customers. About the staffs and employees of Koffielosophy, they are dynamic, friendly and of course they wear black shirts. Koffielosophys encourage their staff to talk to customers and be enlightened about its food and beverages and the facilities. Koffielosophy is also offer many else beside food and beverages, Koffielosophy can lease a place on the 2nd floor for family gathering, natal day party, wedding party, karaoke, music events, or watch football. And company meeting, seminar on the meeting room.1.3 Problem IdentificationKofielosophy caf has actually managing its company poorly. It has some difficultys that need to be fixed. The forethoughts of Kofielosophy are also open for insights and suggestions from visitors. The management of Kofielosophy realized that they are not as good as their other competitors in Bandung such as Bober caf, etc. Therefore they would like to ameliorate theire competitiveness on parliamentary law to be able to compete with the existing competitors.There are some problems facing in the Kofielosophy, which are first, the promotional program of the Kofielosophy is not makeive, not creative and not innovative. In addition, there are some other things have become problems of Kofielosophy, that are the waiters in the caf are less communicative and tend to be passive (it means that the waiter at this caf is less able to show kindness and friendliness to consumer who come, they are less keep mum to consumers), and indeed Kofielosophy is less able to care or maintenance of facilities they have (there are some facilities that are not functioning properly).1.4 interrogation ObjectivesThis explore ordain be conducted to analyze, observe, and answer the specific problems with a valid order and knowledge. The subroutines of this question are 1. The reason wants to arrest out how the managements of Koffielosophy make strategical breakthrough promotional programs, effective, and efficient. 2. The generator wants to know about the service timberland improvement of Koffielosophy to increase competitive strength 3. The creator wants to help convey solutions of problems facing in KoffielosophyThe personal objectives are to fulfill the final dissertation requirement for the bachelor of management business degree in school of Business and Management ITB, participate in giving ideas and recommendations for development of Koffielosophy, and also gaining experiences on managing a caf as basic knowledge for personal upcoming business.Finally after all of the preliminary objectives are met thence it provide be able to find the gap synopsis and the solution which go out lead to the conclusion that leave beh ind show what should the management do to improve the quality of the Koffielosophy Caf.1.5 Problem LimitationIn this final be after, there are several limitations of chain did by the inquiryer which are the following 1. The scope of study in this inquiry is to know about the promotional management and promotional strategies improvement of Koffielosophy to increase their competitive strength 2. This query has been hold in alone to see costumers perceptions of Koffielosphy, and what should Koffielosophy do to attract customers and increase competitive strengths of Koffielosophy3. The enquiry leave alone be identified through some theories (Literature Study), internal entropy and some articles/journals, which then saw the real facts on ground like Observaton Jump (Field utterance), In-depth Interview on customers and management of Koffielosophy itself and the distribution of questionnaires. 4. The spread of the questionnaires only to customers of Koffielosophy, which is locat ed in Jl. Anggrek no 36, Bandung Central Area, as the respondents of this research 5. The synopsis result of this research is a case study and based on the situation of surroundings and the date resulted during the research.The utterance of this research was done in Koffielosophy that is located in Jl Anggrek no 36, Bandung Central Area.To reduce the possibility of digressing from the topic, the scope of research shall be limited by these specificationsThe scope research is only to measure Koffielosophy customers perception toward the Koffielosophys current management promotions condition, therefore a study of Koffielosophy current internal management is not too necessary.The research and discussion explored is all a customers based problem not the management or the employees of the Koffielosophy. The condition that is discussed in this report is based on the condition of Koffielosophy on the latest February 2013, which was the last month of the observation.1.6 Research QuestionsI n order to achieve the research objectives, requires some questions according to the author problems are discussed, such as1. Who are the potential targets of Koffielosophy?2. How customers perception about the quality of service of Koffielosophy?3. Who are the competitors of Koffielosophy?4. What differences of Koffielosophy with their competitors?5. What should Koffielosophy do (promotional strategies) to attract consumers to come to Koffielosophy?6. How are the marketing strategies for Koffielosophy?7. How is the competitive condition?8. How is the public sensory faculty of Koffelosophy?9. How to increase the revenue or profit of Koffielosophy?The research questions design will mainly focus on the quality of Koffielosophy management promotions according to the customers perception, especially in Bandung Central Area, which in the end will result the perceived management promotion and also how to take back the customers of Koffielosophy.This thing is conducted in order to know wh at is the current perception about Koffielosophy of the Bandung Central Areas customers and communities, which will give the management some suggestions, what kind of promotion strategies of Koffielosophy should be improved in order to take back the existing customers in Bandung Central Area and also to nominate the superior promotion management according to the customers perceptions1.7 Research MethodologyIn order to help the researcher collect proper data during the research and investigation, some methods that will be employ are1. Field Observation (Exploratory Research)Field observation is an observation that the author will do this instant to condition around Kofielosophy. The author will observe about quintuplet things that related about the research topics, which are based on the facilities then based on the services then based on the prices and then based on the promotions. In firmament observation, the author can find what the customers want and need and then through the field observation, the author can get some recommendation to the Kofielosophy, especially what should they do for marketing planning in the future. Through the field observation, the author can know about the competition in around Bandung central area, and author can get, which is the key competitor, where SWOT analysis can be used to know how much the condition of music caf competition. 2. In-depth Interview (Exploratory Research)In-Depth Interview also belongs to qualitative method. In-Depth interview, we have confidential and secure conversation between the author as the interviewer, and customers as a respondent continually, and management of Kofielosophy. In this method, the interviewer also has to make sure about the topics that are crucial to ask for the reasons of the purpose and the issues of the survey in the conversation and the client have to approve it. The author as researcher hopes they will give the best and honest answers to be considered in applying the Kofielo sophy. In addition, the interviewer will also interview the management of Kofielosophy where the interviewer will get more informations about the caf. After that, the author will get important variable that can help me to create the questionnaire later. 2. Questionnaire (Descriptive Research)For quantitative research, the primary data collection instrument is the questionnaire. To enhance the analysis and facilitate the classification of responses, into meaningful categories, questionnaire includes both substantive questions that are germane(predicate) to the purposes of the study and pertinent demographic questions. Questions can be open-minded (requiring answers in the respondents own word) which yield more information but are more difficult to code and analyze, or close-ended (the respondent solely checks the appropriate answer from a list of options) which are limited to the option responses provided. And then, all questions in questionnaire are based on the field observation and in-depth interview.1.8 Report StructureThis report structure is discussed here to describe how the research was done in steps therefore readers will be able to understand the report holistically. This report also consist of chapters explained below1. Chapter I IntroductionThis chapter explains about the overview research background, problem statement, research objectives, research questions and research scopes, and the short explanation of research methodology.2. Chapter II Theoretical FoundationThis chapter explains abstractive foundation from various literatures regarding the subject. It is started with the theoretical concept about marketing generally.3. Chapter ternary Research MethodologyThis chapter explains detailed methodology use to address the problems, including the research concept, research steps, the research objectives, and also the methods, and data gathering4. Chapter IV entropy AnalysisThis Chapter present the data gathered about the company, such as brief h istory, organizational structure, survey and interview results, also the primary data from the questionnaires spread to customers.5. Chapter V Conclusions and RecommendationsThis chapter incorporates a discussion of the result, a conclusions, and a project for the problem formulated, which is a conclusion about the customers perception toward Kofielosophy, and recommendations to Kofielosophy what should they do in the future planning.