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Abstract
The culinary business of Micro, Small, Medium Enterprise (MSME) is nowadays the most promising business industry, especially in Bandung, West Java. The beginners believe that culinary business is easy to run. One of the beginners is Pascorner Cafe And Gallery. This special cafe is run by almost 90% ex-prisoner. However people still always underestimate its existence, but the founder believes that with the right promotion strategy, will erase those negative perception. The main goal of this study is to analyze and evaluate the promotion strategy applied by Pascorner and moreover to form an alternative way to support its former promotion strategy. The researcher applied a qualitative method combined with a case study approach. The research showed that Pascorner has been using tools are advertising, sales promotion, and public relation. Alternative promotion strategy formed by the researcher is using Dwi Sapta IMC Model, it could describe how the external and internal environment is and how the people opinion is, clearly and in detail
Keywords: MSME, Social Enterprise, Promotion Mix, IMC Model Dwi Sapta
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References
- Kotler, P., & G Amstrong. (2008). Principles Of Marketing, 12th Edition, New Jersey: Pearson Education Inc/Prentice Hall.
- Kushnir, Khrystyna., , Melina Laura Mirmulstein, and Rita Ramalho. (2010). Micro, Small, and Medium Enterprises Around the World: How Many Are There, and What Affects the Count?. MSME Country Indicators. World Bank / IFC
- Moleong, Lexy. (2007). Metode Penelitian Kualitatif. Bandung: PT. Remaja Rosdakarya.
- Watono, A. Adji & Maya C Watono. (2011). Integrated Marketing Communication that Sells. Jakarta: PT. Gramedia
- Wibhawa, Budhi., dkk. (2011). Social Entrepreneurship, Social Enterprise, & Corporate Social Responsibility. Bandung: Widya Padjajaran
- Yin, Robert K. (2008). Studi Kasus Desain dan metode, Raja Grafindo Persada. Jakarta
- Internet:
- http://www.investopedia.com/terms/s/social-enterprise.asp (18 oktober 2017, pukul 22:48)
References
Kotler, P., & G Amstrong. (2008). Principles Of Marketing, 12th Edition, New Jersey: Pearson Education Inc/Prentice Hall.
Kushnir, Khrystyna., , Melina Laura Mirmulstein, and Rita Ramalho. (2010). Micro, Small, and Medium Enterprises Around the World: How Many Are There, and What Affects the Count?. MSME Country Indicators. World Bank / IFC
Moleong, Lexy. (2007). Metode Penelitian Kualitatif. Bandung: PT. Remaja Rosdakarya.
Watono, A. Adji & Maya C Watono. (2011). Integrated Marketing Communication that Sells. Jakarta: PT. Gramedia
Wibhawa, Budhi., dkk. (2011). Social Entrepreneurship, Social Enterprise, & Corporate Social Responsibility. Bandung: Widya Padjajaran
Yin, Robert K. (2008). Studi Kasus Desain dan metode, Raja Grafindo Persada. Jakarta
Internet:
http://www.investopedia.com/terms/s/social-enterprise.asp (18 oktober 2017, pukul 22:48)