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By:
We are as student that want to help and develop the SME have survey and
observe about tahu tuna business. After we observe we approach and explain to
the owner about this project, and Mrs. Faizah as the owner accept and happy with
this project. Because she just market the produt in their small store in she house
and follow the event and expo. So we are trut that use e-commerce will helpful to
this business.
Faizah is can become Fast Moving Enterprise because the owner has
entrepreneurial spirit and ready to make transformational into a big enterprise. But
it cannot be instant so we think about the strategy how to develop this business in
the e-commerce situation. We know that a lot of tahu tuna business in Malang, but
Faizah tuna its madew ith good material and no MSG so its become strange and
ready to force with others tahu tuna.
Owner : Faizah
Contact : 081331226666
Services Provided
:
ORGANIZATIONAL STRUCTURE:
All of the management division is handle by the owner its self aka Faizah.
VISION:
MISSION:
“FAIZAH mensajikan frozen food dengan bahan material yang segar dan
nikmat.”
How FAIZAH began started from 2016, where the owner, Faizah, and the
others member of POK LAH SAR IJO (KELOMPOK PENGOLAH PEMASAR
IKAN TULUSREJO) its shaded by Tulusrejo district. The member of POK LAH
SAR IJO think to take an action to increase the sales and interest fish food on
Malang city with push the member to create own product with fish raw material.
Faizah as the owner take tune as the specialist for shes product.
Finally in 24th May, 2016 Faizah decided open a FAIZAH frozen food
with only a speciality tuna variant. The frozen food that was opened in 2016 was
only word of mouth and used a Cash on Delivery (CoD) system for its service. At
that time production of the frozen food was done by the owner until now.
The response in Malang for that product was receieved positively, because
customers came and reached out on their own without any promotion or
marketing team. As time passed more and more people became aware of FAIZAH
frozen food however did not want to try their product – so FAIZAH decided to
socialize with the community by opening booths in events such as crowded areas,
and spreading brochures.
III. SITUATION ANALYSIS
Customer Profile
When Faizah started off the owner didn’t have a consumer profile, as he
took in any customer that didn’t pay much attention on new comer frozen food
brand. But as the business grew, they had to be more serious in their target
audience, and so they targeted citizen on malang who were in the middle and
middle-low class due to the price, quality, and image they perceived. FAIZAH
wanted to position itself through prestige and quality.
Segmentation
Targeting
Positioning
FAIZAH wants to position itself as the cheap frozen food in Malang with
a good qulity product. It does this through specialistation. Based on the interview
with the owner, FAIZAH tries to focus on tuna specialisation. It provides fresh
fish to made the product, it offers a delivery service. The price also plays an
important role in providing the image it tries to convey. Too cheap and it would
be just like any other store, and too high and it might not be able to win its
customers.
Marketing Mix
a. Product
b. Price
c. Promotion
d. Place
Their store is located on the house consider its still home industry
which can be seen in the company profile.
e. People
Strengths
Weaknessses
Opportunities
Threats
The outcome of this strategy will be determined at the end of the month
during a monthly performance review in each category of product, determining
whether or not the promotional strategy is a success or is still lacking. If the
strategy is no longer needed, then it can focus its efforts into other categories
depending on which has the lowest source of revenue in order to gain exposure.
Directions will be made by the owner to guide where the business wants to go or
expand into.