Authors:
Ismail Yusup
and
Dwi Larso
Affiliation:
School of Business and Management and Bandung Institute of Technology, Indonesia
Keyword(s):
Convention Hall, Branding Development, Brand Awareness, Business Strategy.
Abstract:
Population growth rates in West Java is the highest in Indonesia, in the period from 2000 to 2011 has experienced an average growth of 1.89% per annum. Tasikmalaya city is one area that is fairly rapid population growth, the current population in the city of Tasikmalaya already more than 2 million inhabitants. Elina House see this as an opportunity to create a convention hall that is being built in the city of Tasikmalaya since 2016. Elina House aims to meet the needs of Tasikmalaya residents that will be a convention hall that can be used to hold a variety of events such as weddings, seminars, exhibitions and others. There are several business issues in Elina House, such as brand awareness, managerial, competitors, employee’s skill, marketing strategy, and promotion. The business issues that will discussed in this final project deal with Elina House brand awareness. Supporting tools are needed to recognize business issues related to the brand awareness. The tools used are the PEST a
nalysis, Benchmark Analysis, Marketing Mix Analysis, Porter's Five Forces Analysis and SWOT Analysis. Based on the company analysis that has been done by using supporting tools, it is known that there are problems faced by Elina House in developing its business espescially in branding strategy, which are big number of existing competitor, need to develop new and innovative convention hall concepts, need to creating trends, and need to develop different promotion and publication. Branding strategy is management's plan for strengthening the company's branding. Branding strategy usually described as a long-term business planning, which maybe could take years to develop. The results of this study are decision strategy that is used as the solution of the problems encountered, in the form of the concept of building semi-outdoor, making the company's identity such as logos, uniforms, identity cards, the use of digital media through the official website, instagram, youtube and hold events involving many people like bazaars and wedding exhibitions. All that dicision branding strategy will takes many years because Elina House's is under construction process and is expected to be completed by the end of 2018. With this final project, a lot of things that can be dug deeper to increase brand awareness in unique and different ways.
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