Analysis Of Futsal Court Rental Profitability Declining Cosmo Futsal, Bandung
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Asiah, Cemisya Umiakulsum
Subject
HD Industries. Land use. Labor
Datestamp
2020-01-18 07:26:44
Abstract :
Business of futsal court rental is rising in Indonesia since Indonesian people known futsal, indoor soccer, in 2002. Cosmo Futsal is one of company that providing futsal court in Bandung since 2007. Profit declining is most visible and important to be solved in Cosmo Futsal. In 2015, Cosmo Futsal profitability is reaching the lowest point. By several tools and theory such as supply and demand, SWOT analysis, and fishbone analysis, this research was commissioned to examine the core reason of profit declining in Cosmo Futsal. STP, marketing mix, and Porter generic analysis is used in this research to give the targeted recommendation. There are two main reason of profit declining in demand perspective. That reason is strong power of customer bargain point and the target market. On the other hand, supply side gives two main perspective of ground profit declining in Cosmo Futsal. First perspective is from rival and competitiveness. Another perspective is comes from Cosmo Futsal itself. Based on the finding, several recommendation are given to Cosmo Futsal in order to improve their income such as renovate the court, makes some competition or open house to increase brand awareness, positioning kids as new target market, maintain customer loyalty, increase brand awareness by digital marketing, and looking for extra income from selling advertising spot and food tenant spot.
Business of futsal court rental is rising in Indonesia since Indonesian people known futsal, indoor soccer, in 2002. Cosmo Futsal is one of company that providing futsal court in Bandung since 2007. Profit declining is most visible and important to be solved in Cosmo Futsal. In 2015, Cosmo Futsal profitability is reaching the lowest point. By several tools and theory such as supply and demand, SWOT analysis, and fishbone analysis, this research was commissioned to examine the core reason of profit declining in Cosmo Futsal. STP, marketing mix, and Porter generic analysis is used in this research to give the targeted recommendation. There are two main reason of profit declining in demand perspective. That reason is strong power of customer bargain point and the target market. On the other hand, supply side gives two main perspective of ground profit declining in Cosmo Futsal. First perspective is from rival and competitiveness. Another perspective is comes from Cosmo Futsal itself. Based on the finding, several recommendation are given to Cosmo Futsal in order to improve their income such as renovate the court, makes some competition or open house to increase brand awareness, positioning kids as new target market, maintain customer loyalty, increase brand awareness by digital marketing, and looking for extra income from selling advertising spot and food tenant spot.
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