Marketing Strategy of Mixue Franchise in Bengkalis

Rani, Dwino (2024) Marketing Strategy of Mixue Franchise in Bengkalis. Undergraduate thesis, Politeknik Negeri Bengkalis.

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Abstract

Advances in the field of economics resulted in the development of the business world also experienced rapid growth and progress. All this is demonstrated by the emergence of new companies. Especially in the business of beverage, every year there are always new drinks that become the coverage of the entire layer of society. One example of a drink that is currently trending in Indonesia is mixue ice cream & tea. This study aims to determine how the mixue franchise marketing strategy in Bengkalis. This research uses a qualitative descriptive method. The data collection techniques used are interviews and documentation. The object of this research is Mixue Bengkalis. The results of this study are the marketing strategy used by Mixue to market its products, namely market segmentation and marketing mix. The market segmentation used by Mixue Bengkalis is demographic segmentation because this segmentation describes consumer groupings based on generalizations, such as age, gender, religion, income and occupation. In the marketing mix strategy, mixue bengkalis determines the strategy in several ways, including the following: Product strategy mixue bengkalis adds the latest menu to meet market needs and innovates its menu, price strategy mixue bengkalis applies a national price strategy. The place strategy or mixue distribution channel can be reached offline, namely at the store's operational location and online through gobeng. The promotional strategy carried out by mixue bengkalis is to provide promos at certain events which are announced through mixue bengkalis social media accounts.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors Email NIDN/NIDK Thesis advisor Asra, Yunelly yunellyasra@gmail.com NIDN1001077501
Uncontrolled Keywords:	Marketing Strategy, Market Segmentation, Marketing Mix.
Subjects:	550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 574 Pemasaran
Divisions:	Jurusan Administrasi Bisnis > Sarjana Terapan Administrasi Bisnis Internasional > TUGAS AKHIR
Depositing User:	ABI A 2024
Date Deposited:	11 Jul 2024 09:04
Last Modified:	11 Jul 2024 09:04
URI:	http://eprints.polbeng.ac.id/id/eprint/12624

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