Developing a Marketing Strategy Based on Market Segmentation Through Clustering Method in Food and Beverage Industry in Bandung: Case Study of Bola Ubi Yama

Abstract

Food and beverage industry has been highly developing throughout time varying the industry into smaller sub-industries and more varieties of product available for the market to choose. Since it is one of the lowest barriers to penetrate out of all industries, the industrial competitiveness is very high due to its demand and supply. Bola Ubi is a traditional food coming from West Java. Bola Ubi has a unique sweet yet savory taste with its crunchy yet chewy texture. As traditional food, Bola Ubi is relatively popular. As time goes by, there are brands coming up to sell this kind of product. One of these companies is Yama. Yama launched their first store in February 2018 in Taman Sari Food Festival. As time goes by Yama reveals a downward trend in its sales. Referring to create, delivery, and capture metrics, Yama has an equal, if not better in creating the value and capturing it to the customer. The only difference that Yama have is the delivery metrics. Although in hindsight the solution is to just change the location of Yama’s store, it would not create a substantive competitive advantage in the long run. Based on the data analysis, the study found that the way forward is to position ourselves firmly into one existing specific market to capitalize the lack of focus of our competitor.

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