Marketing strategy development for food home industry using blue ocean strategy.

A new home industry selling food product that try to enter the market amidst of high competition in the business may have many challenges and limitations. Thus, it requires innovative strategic target marketing to survive the competition. The purpose of this study was to determine the internal & external conditions of such a business, to obtain alternative innovative strategies that suit the business conditions, to priorities the strategy to be implemented and to design a target marketing system that aligned with the chosen strategy. The result of the IFE & EFE Matrix analysis recommends the management to change strategy. Thus, Blue Ocean Strategy is used to generate alternative of strategies. Next, the best strategy was chosen using the Quantitative Strategic Planning Matrix. The result is the strategy to build customer relationships with specific customer by focusing the product variant followed by interesting packaging. Those become the basis to design the customer acquisition concept developed using the Sales Funnel Framework as part of the strategic target marketing. Consequentially, although providing fast customer service and fast provision-delivery are still the required strategies to manage decent quality standard, it become less stressful to achieve. Lastly, deciding clear and aligned tagline become a positioning that strengthen the marketing strategy. [ABSTRACT FROM AUTHOR]