Analisis strategi bersaing pada Citra Kendedes Cake and Bakery di Malang Raya

Sabil, Siti Amelia (2011) Analisis strategi bersaing pada Citra Kendedes Cake and Bakery di Malang Raya. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Perusahaan dituntut untuk mampu menyelenggarakan pemasaran dan menerapkan strategi bersaing baik yang berperan sebagai pemimpin pasar, penantang pasar, pengikut pasar, maupun penceruk pasar. Toko Roti Citra Kendedes Cake and Bakery hadir sebagai penantang pasar (market challenger) yang hingga saat ini masih terus berusaha menerapkan berbagai macam strategi bersaingnya. Tujuan dari penelitian ini adalah untuk mengetahui strategi bersaing yang digunakan Citra Kendedes Cake and Bakery di Malang Raya serta dampaknya.

Penelitian ini menggunakan metode deskriptif kualitatif. Data dari penelitian ini diperoleh dengan melakukan wawancara, observasi, dan dokumentasi. Pengembangan data dalam penelitian ini dilakukan dengan teknik triangulasi data dari sumber.

Hasil penelitian menunjukkan bahwa dalam menghadapi persaingan, Citra Kendedes Cake and Bakery di Malang Raya menerapkan beberapa strategi bersaing. Baik strategi umum dan khusus berdasarkan teori. Strategi umum di antaranya : strategi Frontal Attack (serangan dari depan), Flanking Attack (serangan menyamping), Encirclement Attack (serangan mengepung), dan Bypass Attack (serangan lintas). Strategi khusus di antaranya : strategi pemotongan harga, strategi produk yang lebih murah, strategi produk prestise, strategi pengembangbiakan produk, strategi inovasi produk, strategi penyempurnaan jasa pelayanan, strategi inovasi distribusi, strategi penekanan biaya, dan strategi promosi yang intensif. Selain itu terdapat beberapa strategi jitu lainnya, diantaranya : promosi-promosi produk tertentu dimulai setiap tanggal 13, strategi Open Kitchen, pemberian potongan harga atau diskon disesuaikan dengan waktu yang tepat, sebagai bentuk kepedulian Citra Kendedes Cake and Bakery pada konsumennya, pada event natal, setiap counter menyediakan 3 tart untuk diberikan kepada konsumen yang berulang tahun pada tanggal 25 desember, Sistem delivery service gratis, serta menciptakan anak perusahaan ‘Proti’ yang menjangkau konsumen menengah ke bawah.

ENGLISH:

Company is demanded to be able to make a marketing and apply the startegy in facing an health competition which is taking the role as market leader, market challenger, market follower, or market nicher. Citra Kendedes Cake and Bakery comes as a market challenger that is still keep on trying to apply many kind of its strategy in facing the competition. The aim of this research is to find out the strategy in facing the competition that Citra Kendedes Cake and Bakery in Malang Raya applied include the effects.

This research used descriptive qualitative method. The data in this research was achieved by doing interview, observation, and documentation. The development of data was done by using triangule data from sources.

The result of this reseach showed that in facing the competition, Citra Kendedes Cake and Bakery in Malang Raya applied many kind of startegy. Including general strategy and special strategy based on theory. General strategies are : Frontal Attack, Flanking Attack, Encirclement Attack, and Bypass Attack. Special strategies are : discount strategy, cheaper product strategy, prestise product strategy, multiply product strategy, product innovation strategy, services strategy, innovation distribution strategy, cost pressing strategy, intensive promotion strategy. Beside that, there are also a few kind of strategy, they are : special products promotion begins every 13th, Open Kitchen strategy, discount or special discount in special event, like showing care of Citra Kendedes Cake and Bakery for their customer in christmast, where every counter provides 3 tarts for their customer who celebrate their birthday on Desember 25th. Free delivery service system, and make a small company ‘Proti’ that reach any kind of low level consumer.

Item Type: Thesis (Undergraduate)
Supervisor: Hasan, Irmayanti
Keywords: Market Challenger; Strategi Umum; Strategi Khusus; Market Challenger; General Strategy; Special Strategy;
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Location: 150503
Depositing User: Annas Al-haq
Date Deposited: 28 Sep 2015 05:43
Last Modified: 28 Sep 2015 05:43
URI: http://etheses.uin-malang.ac.id/id/eprint/2189

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