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MARKETING STRATEGY FORMULATION FOR IMA MOBS

SANDWICH & COFFEE TO INCREASE BRAND AWARENESS

By:
KEYKO AUDRINO
NIM: 29113163

Master of Business Administration Program

School of Business and Management
Bandung Institute of Technology
2016

Approved by:
Final Project Advisor

(Herry Hudrasyah, MA.)

MARKETING STRATEGY FORMULATION FOR IMA MOBS SANDWICH &

COFFEE TO INCREASE BRAND AWARENESS
Anggiea Putra Prawira, Drs. Herry Hudrasyah MA
Master of Business Administration, Bandung Institute of Technology, Indonesia
keykoaudrino@gmail.com
herryhud@sbm-itb.ac.id

ABSTRACT
When AEC is implemented by the government in 2016, it brings challenges and also benefits. Creative
economy has an opportunity as one sector to capture the advantages of AEC. The development of creative
industry has become one of the main factor that triggers economic growth rappidly. Culinary as one of
the 15 subsector proven to service when other sector hit by the financial crisis.
IMA MOBS Sandwich & Coffee is a Small and Medium Enterprise (SME) in culinary industry, which
produce and sell new product engaging in fusion Sandwich and focusing on west java coffee. Since the
combination concept is considering as a new form in town, there are several issues that is faced by the
company. That is the ineffective of marketing plan. The company need to gain exposure and open to have
the capacity to compete and survive, likewise lead to good profit. Business examination is anquestionable
required, to find existing potentials or threats. Business research recuired for analyzing internal and
external factors, accompanied with marketing approached, with direct customer research for better
understanding of business position and the genuine market condition
Illustration above leads to the introduction of new strategies, essentially centered on STP and 7P
Marketing Mix, additionally from SWOT that analyze crucial purpose of business, that urged to
rediscover the core value of business and use it with maximum efforts to maximized the awareness of
brand.
Keywords: Creative Industry, SME, Culinary, Sandwich & Coffee, STP & 7P, SWOT, Brand awareness.

1. Introduction
Right after the year 2015 finis hed,
Indonesia
is
welcoming
the
implementation of the free market of
Southeast Asia, commonly referred as the
ASEAN Economic Community (AEC).
This significant breakthrough, beside
bring numerous difficulties, also bring a
lot of advantages to the nations, that is the
reason Indonesia have to make well
preperation for this.
The improvement of the creative
industries was one of the principle factors
that strongly trigger economic growth in
Indonesia. Based on statistics from Badan
Pusat Statistik (BPS) on the creative
economy, it was demonstrated that in
2013 the economic growth rate achieved

5,76%, while the national economic

development rate for just 5,74%, it is
proved that the creative economy has a
higher growing rate. Even Coordinating
Minister Agung Laksono, ordered to get
growth target in the creative industr ies
increased between 10%-15% each year,
so the aim of strengthening economic
growth can be accomplished.

Figure 1.1 Logo of IMA MOBS Sandwich & Coffee

IMA MOBS Sandwich & Coffee is a

Small and Medium Enterprise (SME)
culinary which produces and sells
homemade product in original and fusion
non-bakery sandwiches and west java
coffee speciality, under the IMA MOBS
Kitchen Brand. With its vision by became
the market leader in sandwich and coffee
industry, and participated in maintaining
the environment and social relationships.
Although sandwich is already known
worldwide, somehow the market in
Bandung is not yet familiar with this food.
People are still confused to differentia te
steak sandwich from hotdog, since both
products were made from bread. The
market education attempt was also
difficult to be done because of the lacking
of marketing activities.
IMA MOBS Sandwich & Coffee brand
awareness is still relatively low. The lack
of marketing activities is one of the main
reason why the brand awareness still low.
It can be seen from the comparison the
number of social media followe rs
between the company and competitors, as
in the table below.

more revenues, gained almost IDR

25.000.000, - for only one-day operation.
However, since the company had faced an
issue since moved to the new building, the
sales earning is below target revenue,
resulted difficulty to gain profit.
2. Business Issue Exploration
2.1. Conceptual Framework
IMA MOBS Sandwich & Coffee needs to
applied new strategies in order to improve
its
business
performances.
The
conceptual framework at Figure 2.1 was
the basic to formulate the strategy.

Table 1.2 Comparison the number of social media

followers be tween IMA MO BS Sandwich & Coffee and
competitors
B rands
IMA
MOBS
Sandwich
& Coffee
Two
Hands Full
Coffee
Two Cents
Coffee
Brother
Jonn &
Sons

Figure 2.1 Conceptual Framework

Facebook
Fanspage
(Likes)

Twitter
(Followers)

Instagram
(Followers)

290

37

1681

934

254

8045

1007

351

8131

983

In 11 months operation, IMA MOBS

Sandwich & Coffee reached a total of
IDR 373.440.000, - in revenue. From
December to February 2016, the firm
generated revenue only from food stall
operation, due to waiting the store
finished. From March to July, the firm
moved inside to the new building. Nearly
reach IDR 200.000.000, - after 5 months
operation. In Mei, the company returns to
participate in some local events to get

2.2. Enviromental Scanning

2.2.1 External Enviromental Scanning
This technique is utilized to maintain a
strategic distance from key amaze and to
guarantee its long haul wellbeing.
Besides, in view of the examination, there
are relationship between environme nta l
scanning and a benefit to be earned by the
company.
2.2.2 Task Environmental Scanning
Task environment has a direct effect on
the continuity of the company. Task
environment shaped by Michael E. Porter
is impacted by the basic five level
competitive force, known as Porter's 5
Forces Model,

integrate forward
(Porter, 2008:6).

Figure 2.2 Porters 5 Forces Model

1. Threats of new entrants

In most of industry, specially in culinar y
industry, larger company have a lot of
advantage in minimizing cost through
economics of scale. The overall cost can
be reduced if the firms can sell more
products, since the fixed cost is the same.
Therefore, heavy investing in market
development is suggested in this industr y.
New entrants to an industry bring new
capacity and a desire to gain market share
that puts pressure on prices, costs, and the
rate of investment needed to compete.
The threat of new entry in an industr y
depends on the height of entry barriers
that are present and on the reaction
entrants can expect from incumbe nts
(Porter, 2008;4). Value to the threat of
new entrants is at 2,625 so it can be
categorized in a high level.
2. Threat of substitute products
Powerful suppliers capture more of the
value for themselves by charging higher
prices, limiting quality or services, or
shifting costs to industry participants.
Powerful
suppliers
can
squeeze
profitability out of an industry that is
unable to pass on cost increases in its own
prices. A supplier group is powerful if: it
is more concentrated than the industry it
sells to, the supplier group does not
depend heavily on the industry for its
revenues, industry participants face
switching costs in changing suppliers,
suppliers offer products that are
differentiated, there is no substitute for
what the supplier group provides, and the
supplier group can credibly threaten to

into

the

industr y

The needs of IMA MOBS Sandwich and

Coffee's item from the supplier such as
the raw material is entirely basic, the
company doesnt have any spesific rare
item needs from the suppliers. It means,
the firm could purchase raw materia ls
effortlessly from the traditional market,
grocery store or other suppliers. Since
2015, The firm get its most materials from
suppliers or if there is a sudden needs it
can easily get from the traditional market
or supermarket. This choice was made on
consideration thought of human force in
the company, competitive cost between
supply channels, and the measure of item
request. Value to the bargaining power of
suppliers is at 1,5 so it can be categorized
in a low level.
3. Bargaining power of customers
Powerful customers can capture more
value by forcing down prices, demanding
better quality or more service (thereby
driving up costs), and generally playing
industry participants off against one
another, all at the expense of industr y
profitability. Buyers are powerful if they
have negotiating leverage relative to
industry participants, especially if they
are price sensitive, using their clout
primarily to pressure price reductions
(Porter, 2008:7).
As another sub-brand, IMA MOBS
Sandwich and Coffee is offering a new
product to the business sector. This turn
into favorable position to the firm since
purchasers just have a few of comparison
with the item. Most of the customer are
arrives in a small group of 2 to 6 person
buying 2 to 4 items for every individ ua l.
They normally requested for informatio n
about the items since its generally new.
Be that as it may, in the long run, they
requested item based on the advice from
the cashier or friends who have purchased
the items before. The greater part of them
would return for another buy. This is
4

categorized as high Level of Bargaining

Power of Buyers forces to the industry.
4. Bargaining power of suppliers
A substitute performs the same or a
similar function as an industrys product
by different means. Substitute products or
services limit an industrys profit
potential by placing a ceiling on prices. If
an industry does not distance itself from
substitutes through product performance,
marketing, or other means, it will suffer in
terms of profitability and often growth
potential (Porter, 2008; 9).
In culinary industry, subtitute product is
very diverse and many. Cost is not a
significant thing for customer to change
to similar or other product. For instance,
satisfying the customer is most important
thing for a company, because a
disappointed customer will easily change
to another product to fill their needs.
However, when it comes to the companys
product, a proper homemade sandwich,
customers propably will face difficulty in
finding substitute product, since there are
only a few preferences in Bandung. In
turning into another rpduct or brand
switching cost os the main factor for most
of the customer. If one product put price
quite high, the customer would find a
substitute with lower price.
5. Rivalry Among Competitors
In most industries, corporations are
mutually dependent. A competitive move
by one firm can be expected to have a
noticeable effect on its competitors and
thus may cause retaliation. (Wheelen &
Hunger, 2012; 112).
Rivalry among existing competitors takes
many familiar forms, including price
discounting, new product introductio ns,
advertising campaigns, and service
improvements. High rivalry limits the
profitability of an industry. The degree to
which rivalry drives down an industrys
profit potential depends, first, on the
intensity with which companies compete
and, second, on the basis on which they
compete. Rivalry is especially destructive

to profitability if it gravitates solely to

price because price competition transfers
profits directly from an industry to its
customers (Porter, 2008:9). Pricing
policy, package menu or campaigns are
important for the company, due to the
rivalry of the industry. IMA MOBS
Sandwich & Coffee havent done anything
about pricing policy or discount program.
Means there are hugh risk for company,
because most of competitor already
running a multiple promotion through
package menu or paid advertising on
social media such as Instagram ads. This
categorized as high Level of Rivalr y
forces to the industry.
2.2.3 Competitor Analysis
A good starting point in defining a
competitive frame of reference for brand
positioning is to determine category
membership - the products or sets of
products with which a brand competes and
which function as close substitutes. The
range of a companys actual and potential
competitors, however, can be much
broader than the obvious. For a brand with
explicit growth intentions to enter new
markets, a broader or maybe even more
aspirational competitive frame may be
necessary to reflect possible future
competitors (Kotler, 2012 ;277).
IMA MOBS Sandwich & Coffee needs to
gather information about every competitor
strength and weakness. The firm should to
determine the strategy and objectives of its
primary rivals. Once the company has
recognized its primary rivals and their
strategy, it must be followed by more
profound analysis to characterize the
competitive frame of reference to guide
positioning.
Sandwich and coffee theme is considered as
new hype in culinary industry, there are a few
players in Bandung that the company
considered as a competitor. But, there are just
two contenders that will be analyzed in this
research as describes as the following:

Indicators

Two Cents

High

High

Low

Food: IDR 40.000 to IDR

Food: IDR 35.000,-

Food: IDR 17.000,- to

60.000,-

to IDR 75.000,-

Brand
Awareness

Price
Range

IMA MOBS Sandwich

Two Hands Full

Beverages: IDR 20.000,to IDR 35.000,-

Beverages: IDR

& Coffee

IDR 78.000,Beverages: IDR 5.000,- to

5.000 to IDR

IDR 30.000,-

35.000,Followers

Channels

Twitter: 254

Twitter: 351

Twitter: 37

Instagram: 8045

Instagram: 8131

Instagram: 1681

Restaurant

Restaurant

Restaurant

Local Events

Local Events

Local Events

Coffee Training
Logo

Product

Sandwiches, Breakfast,

Sandwiches,

Sandwiches, Breakfast,

Coffee

Breakfast, Pasta,

Coffee

Coffee
Photo
Product

Figure 2.7
Survey result for Product
Photo
Location

Figure 2.3 Comparison between three brands

2.2.4 Survei Result Analysis

a. General Profile
Based on the 200 survey correspondents,
the majority of the visitors are those in an
age bracket of 20-29 years (26%),
followed by the 30-39 years of age
bracket. The least is those who are 50
years of age and over with 11%. The
interest to visit the store in every age
shown that IMA MOBS Sandwich &
Coffee is able to to attract people with
different age.

The result shows that, Buffalo Steak

Sandwich (48%) is still the most favorite
sandwich while the breakfast menu
Sunrise Fighter is the least 2%, meanwhile
for coffee menu, Cappucino is the most
favorite 27% and V60 manual brew is the
least.
c. Price
Based on Figure 2.8 it can be concluded
that the pricing strategy for IMA MOBS
Sandwich & Coffee is acceptable. 66% of
the correspondents agree that the food and
beverage paid is comparative with the
taste, size, place, and speed of service that
they received.

Figure 2.8 Survey result for Prices

Figure 2.6 Survey Result General Profile

d. Place

b. Product

Figure 2.9 Survey result for Place

One of IMA MOBS Sandwich & Coffee

strength is its location that is strategic and
situated in the city. And the result is
supported from the chart, which stating
that 67% of the visitors agree that the
company is accessible. 28% of the
correspondents
unbiased
with
the
statement, however at least there is only
5% of the visitors who said otherwise.

g. Physical Evidence
Almost all of the customers, that is 78%
of the correspondents, agree that the
exterior of IMA MOBS Sandwich &
Coffee attracted the customer to enter the
site, while 12% of them neutral. From
10% of disagree of the survey, therefore
the exterior of the store is one of its selling
point.
Exterior to attract

Interior ambience

e. People

Agree

Neutral

Disagree

10%
Agree

12%

18%

Neutral
78%

Disagree

15%
67%

Figure 2.12 Survey result of Physical Evidence

Figure 2.11 Survey result of Service

To have the right employees with a strong

work ethics is significantly important,
especially for IMA MOBS Sandwich &
Coffee that needs to hire the right person
with a distinctive knowledge to deliver its
products and services directly to the
customers. From the feedback of the
survey, the majority of the customers 83%
are satisfied with the service, while none
of the correspondents dislike the service.

From Figure 2.12, 67% of the

correspondents stating that the visitors
were delighted with ambience of the store
with 15% were unbiased with 18% of
disagree. We can conclude that the store
interior is decent in delivering the
atmosphere
and environment
that
customers expected for the business to
provide.
i. Overall Satisfaction

f. Process

Figure 2.13 Survey result of Overal Satisfaction

Figure 2.11 Survey result of Process

Ordering process in the company is by

directly order to cashier is the only way,
because at IMA MOBS Sandwich &
Coffee have no waiter to take the order.
Therefore, a high 78% of correspondents
satisfied with the system order, there were
only 13% who unsitesfied and 9% neutral.

Overall, the majority of the correspondents

57% were really satisfied with their
experiences at IMA MOBS Sandwich &
Coffee and the minorities of 30% are just
satisfied. With 0% on others, it is believed
that the firm has successfully deliver and
projecting its products and services to the
customers. Despite the overall satisfaction on
their visit to the store is favorable.

2.2.5 Internal Environmental Scanning

2.2.6 STP Analysis
Existing

Segmentation

Targeting

Positioning

Geographic:
Bandung
Demographic:
Age:
1860 years old
Gender:
Male and female
Family Life Cycle:
Single, married with or without children,
Single parents, and unmarried couples
Income:
IDR 5.000.000,- to IDR 10.000.000,- and
IDR 20.000.000, Occupation:
Student, employee and self-employee
Education:
Senior high school, undergraduate and
postgraduate, etc.
Nationality:
Indonesian
Psychographic:
Social class:
low, middles and high class
Lifestyle:
Modern and dynamic
Personality:
Care about food and beverages
Behavioral:
Benefit:
Taste
Geographic:
Region:
Bandung
Demographic :
Age:
18-50 year old
Gender:
Male and female
Family Life Cycle:
Single, married with or without children,
Single parents, and unmarried couples
Income:
IDR 5.000.000, - to IDR 10.000.000,- and
IDR 20.000.000, Occupation:
Student, employee and self-employee
Psycographic:
Social class:
Middle class and upper middles
Lifestyle:
Modern and dynamic
Personality:
Taste
Behavioral:
Benefit:
Taste
IMA MOBS Sandwich & Coffee positioning
their products as product with good quality, tasty,
healthy, and able to compate

2.2.7 7P Marketing Mix Analysis

1. Product
Product as anything that can be offered to
a market for attention, acquisition, use, or
consumption that might satisfy a want or
need. Broadly defined, products also

include services, events, persons, places,

organizations, ideas, or a mixture of these.
Products are a key element in the overall
market offering (Kotler and Armstrong,
2012:224).
Most of the products from IMA MOBS
Sandwich & Coffee, such as bread are
homemade
bread
with
unique
presentation and few of bread are topped
with sun flowers. Products offered always
use good quality of raw materia ls,
healthy, and safe to consumpt, not
preservatives use, and processing in
authentic. The essential of this product is
ensure with quality and provides
customer with new experience of
enjoying the traditional soft-baked bread.
There are 4 kind of bread that the
company produce, Wheat Soft Bagguete,
Mini Wheat Soft Bagguette, Wheat Bread
and Brioche Bun.
Meanwhile, for Coffee product, the firm
is collaborating with West Java local
coffee farmer from Malabar mounta in.
The collaborator support the coffee
equipment such as coffee machine, cups,
manual coffee equipment and only using
Malabar Coffee product
2. Place
Place includes
company
selective
activities that make the product availab le
to target consumers
(Kotler and
Armstrong, 2012:52). Place also can be
interpreted as a channel type, distributio n
channel, location and transportation.
It is always become vital for business to
choose the right place. IMA MOBS
Sandwich & Coffee choose Jalan Buah
Batu No. 59 for their open-kitchen store
which is located near the center of the
city. The purpose is to be an alternative
place for customers who do not want to
visit busy and common crowded place
especially on the weekend. Currently,
IMA MOBS Sandwich & Coffee do not
open branches in other places or doing
consignment system yet.
3. Price
8

Price is the amount of money charged for

a product or a service. More broadly,
price is the sum of all the values that
customers give up to gain the benefits of
having or using a product or service. Price
has been the major factor affecting buyer
choice and still remains one of the most
important elements that determine a
firms market share and profitability
(Kotler and Armstrong, 2012:290).
IMA MOBS Sandwich & Coffee faces
difficulty in determining the price. Price
is one thing that is sensitive to most of all
customers and for company it self. The
high price will provide benefits to the
company, but it may have an impact for
the customer to buy another product from
different brand. Therefore, the firm need
the right decision to determine the price.
The firm makes some of similar business
in Bandung as the benchmark in price and
offers product in a higher price but better
specification, the company guarantee that
the materials used for the product are in
good quality. Here are some of the
standard offering price by IMA MOBS
Sandwich & Coffee:
Table 2.7 Offering Price of IMA MOBS Sandwich &
Coffee

Product

Light Meals
S andwiches
Coffee

Price
S tart from IDR 17.000,- to
IDR 18.000,S tart from IDR 40.000,- to
IDR 78.000,S tart from IDR 20.000,- to
IDR 27.500,-

4. Promotion
Promotion
means
activities
that
communicate the merits of the product
and persuade target customers to buy it
(Kotler and Armstrong,
2012:52).
Promotional activity is one of the most
effective way to introduce and diploy
information about the products offered.
Currently, the promotional activities
which is conducted by IMA MOBS
Sandwich & Coffee are as follows:
1. Utilizing the "word of mouth".
2. Through social media like facebook,
twitter, and instagram, but through
this promotion is not maximized yet.

3. Attending food bazaar in Bandung.

5. People
The business owners stepped to
operational cycle in persons, meanwhile
production cycle is helped by 6 person.
For other task like purchasing and
receiving is helped by the staff who also a
cook, it means each staff have their own
extra task. This actualizes the owners are
still take full control of the business and
get response from customer about their
services and products directly. The
owners always do research and
development either for improvement of
current recipe or for new product.
6. Physical Evidence
IMA MOBS Sandwich & Coffee Open
Kitchen utilizes to received customers
order, production, and pick up point. The
ambience feels like fast food theme for
more welcoming atmosphere and also to
make customers feel comfortable and
bring them feeling like visiting their
neighborhood kitchen instead come to
regular store. The work flow is by cash &
carry, the customer are taking their own
order after its finishes by calling their
name through speakers.

Figure 2.16 IMA MOBS Sandwich & Coffee store

7. Process
IMA MOBS Sandwich & Coffee product
are made by order only. Customers
directly order to the cashier station. After
the final order came and the payment is
complete, the kitchen staff or barista will
starting make customer order. The
compny attempt to ensure the quality and
fairness towards customers by using
selective ingredients and do it with high
precisions. Most of the cooking process
takes 5-10 minutes, depending on the
ordered menu. Payment methods is
available in cash, transfer or with various
EDC machines, for the reason of
simplicity.
9

2.3. Root Cause Analysis

Figure 2.17 Root cause analysis diagram

Business issues which faced by IMA

MOBS Sandwich & Coffee is the small
number of customers who visit the store.
The cause of issues arose are classified
into three areas, which are the interna l
management to marketing issues which
led to IMA MOBS Sandwich & Coffee
week branding awareness analysis.
Internal management issue involved of
the
lack
of
management
and
professionalism from the company itself.
The available resources which have
potential to upgrade the company
credibility did not utilize well, although
most of human resources back ground
educational was SMK in the same field,
that is in the kitchen department,
nonetheless most of them are fresh
graduate from their school so they dont
have any working experience in the field.
And most of the time due to lack of
human resources, overlapping duties is a
common thing which led to the lack of job
description clarity. The firms marketing
issues are categorized by 5 segments, the
marketing
strategies
were poorly
designed and comprehend, the company
have a low marketing activities peculiar ly
in the content of promotion through social
media. A decent marketing plan is vital to
draw in the potential and loyal customers
by providing and committing with top
notch products which everyone of them
were handcrafted and services that speak
value and to keep away from any mistakes
which can negatively influence the
business.

Educating customers and market become

one of the critical factors in order to make
people understand about the product,
eventhough the company knew it would
take time for educating. Without having
apropriate marketing strategy, the market
demand for bread based food or coffee
based beverages would not be increasing.
Not just that, the lacking of graphic
designing skills in the company made the
marketing is not ideal. Since IMA MOBS
Sandwich & Coffee tries to assemble a
high brand value, the firm could not move
recklessly or it will end up being a
boomerang. Moreover, the slow pace of
marketing activities surely leads to lack of
sales target due to the least interested
customer to come. If only IMA MOBS
Sandwich & Coffee could constantly
perform the marketing activities possible
will increase the awaress and rising the
revenue because of every event the
company always making a lot of revenue
for only 1 or 3 days event.
3. Business Solution
3.1 New SWOT Analysis

Figure 3.1 New SWOT Analysis

3.2 New STP proposed

10

Table 3.1 Comparisons between Existing STP and

Proposed New STP

Segmentation

Targeting

Targeting

Positioning

Proposed
Geographic:
Bandung, Jakarta & Bali
Demographic:
Age:
25-55 years old
Gender:
Male and female
Family Life Cycle:
Single, married with or without children,
Single parents, and unmarried couples
Income:
IDR 5.000.000,- to IDR 10.000.000,- and
IDR 20.000.000, Occupation:
Collage student, employee and self-employee
Education:
Undergraduate and postgraduate
Nationality:
Indonesian and foreign
Psyhcographic:
Social class:
Middle and high class
Lifestyle:
Modern, dynamic, adult and active
Personality:
Care about taste, culinary & coffee enthusiast,
socialite, and creative product appreciator
Behavioral:
Benefit:
Taste, prestige and experience
Geographic:
Region:
Bandung, Jakarta & bali
Demographic:
Age:
25-55 year old
Gender:
Male and female
Family Life Cycle:
Single, married with or without children,
Single parents, and unmarried couples
Income:
IDR 5.000.000, - to IDR 10.000.000,- and
IDR 20.000.000, Occupation:
Collage Student, employee and selfemployee
Psycographic:
Social class:
Middle and high class
Lifestyle:
Modern, dynamic, adult, and active
Personality:
Care about tasty, culinary & coffee
enthusiast socialite, and creative product
appreciator
Behavioral:
Benefit:
Tasty, health and prestige
Allocated minimum IDR 1.000.000,- to buy
food outside of each month
Like to explore culinary and hangout
IMA MOBS Sandwich & Coffee positioning
their products as product with good quality, tasty,
unique product, able to compete, and focusing on
fusion sandwich and west java coffee

3.3 Proposed New Marketing Mix

1. Product.

IMA MOBS Sandwich & Coffee has

developed some new products that
suitable for companys brand identity, yet
havent found the appropriate name for it.
For example, its another bread base menu,
but right now the firm develop through
seafood, using a lobster, usually called
lobster roll. This menu is likely to be
issued as a monthly menu, due to the high
price from the lobster.

Figure 3.2 Lobster roll prototype

Meanwhile, for coffee, the firm will

focused on manual brewing coffee and
developing on house blend. And will
make some coffee training in the nearest
future, to increasing barista skill in coffee
making.
.
2. Place
Located at Jalan Buah Batu No. 59,
connecting with The Label Hijab Story,
one of the finest and hippiest hijab store
recently in town. Buah batu are is still
considered as strategic place for people in
terms of mobility, eventhough East
Bandung is famous for its sundanese
restaurant area. Still, people could easily
access the store, the rental cost is quite
low if compared with its positioning
which near the main attraction of
Bandung city, Riau or Dago.
The interior concept of the store is theme
is rustic, with 30-40 seating area and free
wifi, open 07:00 23:00. However, the
firm havent made any signage yet, proper
signage is one the new strategy, due to
lack of customers. Signage of the place
and advertising telling that the company
served breakfast and other menu.
11

image it self, sandwich & coffee.

Figure 3.3 Signage

3. Price
Some customers are quite sensitive with
the price. The increasess of price will
affect buying powers of lower segments.
Accordingly to this fact, IMA MOBS
Sandwich & Coffee aimed to keep the
standard price since the target market is
middle and upper class. However, to
attarct more customers, the company will
make some packages for some menu.
Here are some of the package meneu by
IMA MOBS Sandwich & Coffee:
Table 3.2 Offering Package
Product
Package 1

Package
1 Buffalo Steak Sandwich with Triple Cheese &

Price
IDR 50.000,-

Coca Cola
Package 2

1 Mobs Platter & 2 Any kind of Coffee

IDR 95.000,-

Package 3

1 Buffalo Steak Sandwich, 1 Mobs Platter & 3 any

IDR 110.000,-

kind of coffee
Package 4

Food & Beverage free flow for 1 person

IDR 150.000,-

Family Package

For 4 person, any kind of sandwich & coffee

IDR 450.000,-

The price list above shows new package

of IMA MOBS Sandwich & Coffee.
Applied some modification but only for
favourite menu. This strategy also aimed
to strengthen the image of original IMA
MOBS Sandwich & Coffee as brands
signature dish. And also to the brand

4. Promotion
The firm has evaluated communicatio n
strategy in order to deliver their message
to the loyal and new customer. First of all,
the existing social media promotiona l
need to be improved to maximize its
performance. Some inefficient platform
will be reduced such as Twitter account
which nowadays become less popular
than others, such as Instagram. IMA
MOBS Sandwich & Coffee also will creat
Line@
account as main
online
communication channel. Communicatio n
will be able through this channel; so does
with customer care purpose and
promotional broadcast.
Promotional activities of by IMA MOBS
Sandwich & Coffee is as follows:
1. Keep utilizing the "word of mouth
promotion.
2. Provide
product
bonuses
or
discounts
to customers
when
purchasing products for certain
nominal amounts.
3. Maximize promotion through social
media, such as Instagram, Facebook
Fanpage both free and paid such as
Instagram Ad, Facebok Ads or
Google Adword.
4. Become a sponsor event.
5. Reviewed by foodblogger, coffee
reviewer, local radio and nationa l
television.
6. Following the selected bazaar event.
7. Working with advertising agencies,
both online and offline.
8. Coffee class or coffee training
program.
9. Deploying brochure.
10. Member Program.
Focusing on several social media, such as
Instagram and Facebook Fanpage, as it is
the most popular social media that used as
marketing channel, the firm utilizes
Instagram to sell, promote or even
spreading teaser to the target market. It
has worked effective because instagra m
delivers image or picture that might
12

caught easily in followers mind, and its all

connected with other social media, like
Facebook and Twitter.
5. People.
The key persons of IMA MOBS
Sandwich & Coffee are the owners which
helped by one Head bar as the highest
staff posisition and 2, 1 bar and 1 all
around staff. Recently due to the firm was
left by one of the staff, the head cook, so
the firm need another head cook as the
replacement. And IMA MOBS Sandwich
& Coffee will hired
one new
administration staff to help the owner to
run the social media promotion and
helping with the accounting, also one
freelence
graphic
designer
and
videographer.
6. Physical Evidence
To improve its physical evidence, IMA
MOBS Sandwich & Coffee also needs to
improve its corporate image and identity.
Currently, the brand identity and graphic
language of the company are not
immediately
recognizable
to
the
customer. Therefore, it can be supported
by signs and even the firms mascot which
displayed in the store.
These are some projected physical
evidence refers to the appearance that are
distinguished to the customers:
a. Uniform
A collaboration between IMA
MOBS Kitchen and Wellborn, one
of finest clothing brand in Bandung

Figure 3.4 Uniform

b. Apron

Another collaboration between IMA

MOBS Kitchen and Wellborn, the
fix design is still on progress, due to
shortcomings and material matters

Figure 3.5 apron sample

c. Stickers

Figure 3.6 Stickers

d. Member Card

Figure 3.7 Member Card sample

7. Process
As explained in the previous chapter, to
maintain its freshness and quality, IMA
MOBS Sandwich & Coffee is made by
order only. After ordering directly or via
Gofood Bandung and the payment has
completed, the kitchen department will
process the order. Estimated time for the
whole cooking process is about 5 1o
minutes, depending on the menu. It will
be notified to the customer through
speaker by calling their name for the pick
up or delivery reason. This process will be
maintained due to the concept of the store
13

it self.
4. Implementation
4.1 Conclusion
1. What are internal and external
factors affecting IMA MOBS
Sandwich & Coffee?
In the previous chapter, that is chapter
2, has been discussed the analysis of
environmental scanning is separated
into external environmental and
internal environmental scanning. From
the analysis will be known the external
and internal factors that are considered
to effect on the business processes of
IMA MOBS Sandwich & Coffee.
External and internal factors that most
affect
will
create
strengths,
weaknesses, opportunities, and threats
in general for the company. All of
these factors has been identified by the
SWOT analysis, as appeared in
Chapter 3. See Table 4.1 about IMA
MOBS Sandwich & Coffee SWOT
Summary.
Table 4.1 IMA MO BS Sandwich & Coffee SWOT
Summary.

S trength
High Product
Quality

Product
Development

Weakness
Less
Distribution
Channel
Poor
M arketing
Strategy

Less Brand
Awareness
Less
Human
Resources

Opportunity
High
Government
Support
High
Increased
Demand for
The Products
and Potential
M arket
Local
Event/Food
Stall
Rapid
Information
Technology
Development

Threat
High
New
Entrants
High
Power of
Buyers
High
Substitute
Product

2. What is the best strategy to solved

business issue of IMA MOBS
Sandwich & Coffee?
IMA MOBS Sandwich & Coffee
facing many problems in its business,

mainly from marketing, while the

company never received complains
from customers about their products.
The best strategy for IMA MOBS
Sandwich & Coffee to comprehended
business issue is a fixing its STP and
Marketing Mix.
New Segmentation, Targeting, and
Positioning has been done by divid ing
company's segment to widening the
target and drive into new position. This
trial act as bridge, mostly between
IMA MOBS Sandwich & Coffee and
customers, and also some of its
between the internal process of how
the firm should run. The company
realized in order to grow, niche market
are really tiring to handle. Easier to
create the image, but difficult to obtain
commensurate profit when compared
with the efforts that have been made.
Based on analysis and experiment
done in previous chapter, IMA MOBS
Sandwich & Coffee tends to focusing
on how should other people see this
company or products are. Changing
the old value via marketing mix mainly
services as fixing its internal problem.
Product, Place, Price, Promotion,
People, Physical Evidence and Process
being analyzed and Price, Promotion,
and Product are the one that having a
changes and works.
3. What are the strategic steps for
implementing
the
formulate d
strategy?
As mentioned previously, the best
proposed strategy is intensive strategy.
Strategic steps that will be done are to
implement
three strategies
that
including on intensive strategies,
namely market penetration, market
development,
and
product
development. To implement three
strategies planned to be carried out
within a period of 5 years. Steps or
actions planned to be done will be
explained further in the action plan.
14

4.2. Recomendation
a. Market Development
The deficiency of IMA MOBS
Sandwich & Coffee brand awareness
was one of crucial factor which
impacting to poor sales performance.
Market development is lead to recreate and change new target market,
in order to increase IMA MOBS
Sandwich & Coffee revenue streams.
Grabing potential oppurtunities is
important for the firm, conducting
promotion plan, package menu or
discount program, re-open the pop-up
kitchen, joining food bazaar outside
Bandung and expanding to another
city, such as Jakarta and Bali in the
years to come are some of the
examples.
b. Market Development
The lacking of marketing activities
are the most widely discussed as the
main issues, which has been examine
on the previous chapter. The market
penetration strategy goals is to
increase IMA MOBS Sandwich &
Coffee brand awareness, market
demand and more importantly to
increase the number of sales in the
company. In order to achieve the
goals, IMA MOBS Sandwich &
Coffee needs to collaborate with
media partners, whether it's online or
offline. However, since marketing
activities
cannot be completed
without creativity, a graphic designer
is needed to provide marketing and
advertising content and further mo re
to formulate a global standardizatio n
towards
brand
identity.
The
recruitment of graphic designer is
considered effective in improving the
marketing activities.

c. Product Development

This strategy was aimed to extend

product line, develop related product
and to improve service of IMA MOBS
Sandwich & Coffee. Management
level staff is needed here to help finis h
the task in developing new product or
penetrate the marketing plan to
improve the quality of existing
products. All of the packaging must be
ready, from food safety packaging and
hot pepper cup for coffee, to help the
awareness of the brand.
Product
development in bread and coffee based
menu will be conducted, yet not too
many. However, to provide food
means to give the best service as well.
A coffee training for barista or
outbound session for everyone in the
company, is also needed in this
strategy to improve IMA MOBS
Sandwich & Coffee service that could
lead to customers satisfaction.
4.3 Action Plan
Table 4.2 Long Term Action Plan of IMA MOBS
Sandwich & Coffee
Year
1
2
3
4
STRATEGY: Market Penetration
Free Promotion through social media
Paid Promotion via F&B Blogger
Re-open Pop-Up Kitchen
Increase
awareness, Participation in Local Event
Recruit Graphic Designer
Create
demand of Recruit Photo & Videographer
Barter Promotion Via Local Radio
products,
increase
Google, Instagram & Facebook Ads
sales of
Partnership with Catering/WO
20% and
National TV & Mags reviewed
increase
Member Program
profit
Event Sponsor
margin
Paid Brand Ambassador
10%
Coffee Class for Customers
National TV ads
National Magazine ads
STRATEGY: Market Development
Conducting package promo
Conducting discount program
Creating
new target Re-open Pop-Up Kitchen
Join bazaar outside Bandung
market,
Open other WO/Catering Partnership
store or
New store at Jakarta
distribution Mobile apps
channel
National TV & Mags Ads
New store at Bali
STRATEGY: Product Development
Photo Product
Video Tutorial & Product
Staff Training
Proper Uniform & Apron
To extend
Recruit Management Level
product,
Product Development
Develop
product and Staff outbound
Improve
Proper packaging for all product
service
Merchandise sales
Coffee Class for Customers
Review Kitchen Equipment
Buy Coffee machine
Objectives

Action Plan

Budget / Month
Free
IDR 750.000,Sharing Profit
IDR 5.000.000,IDR 1.000.000,IDR 1.000.000,Free
IDR 2.000.000,Profit Sharing
IDR 1.000.000,IDR 500.000,IDR 5.000.000,IDR 2.500.000,IDR 2.500.000,IDR 5.000.000,IDR 5.000.000,Free
Free
Free
IDR 7.500.000,Profit Sharing
IDR 500.000.000,IDR 20.000.000,IDR 5.000.000,IDR 500.000.000,IDR 1.000.000,IDR 1.000.000,Free
Collaboration
Free
IDR 2.500.000,IDR 5.000.000,IDR 30.000.000,IDR 2.500.000,IDR 100.000.000,IDR 100.000.000,-

Table 4.3 Short Term Action Plan of IMA MO BS

Sandwich & Coffee

15

Action Plan
Intensive & strategist
Instagram posting
Monthly reviewed by food
blogger

Months
9

10

11

12

Free

IDR 750.000,-

Monthly reviewed by coffee

reviewer

(scheduled)

Re-Open the Pop Up Kitchen

Participating food event

Budget / month

Profit Sharing

IDR 5.000.000,-

Introducing Hassan The

Butcher (Mascot)
Recruit freelance graphic
designer
Recruit freelance photographer

Free

Free

Free

& videographer
Participating latter art
If Any

championship
Launching package menu
program

Grand Opening Store

Photo contest for customer

Registering the company for

legal aspect

Free

Photo Product

IDR 1.000.000,IDR 5.000.000,-

IDR 500.000,IDR 10.000.000,-

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