PT. Serasa Selera Nusantara (Serasa Food) has the calling from the owners’consciences to establish the company who can empowers the SMEs under Serasa Foodcoverage. Established in 2014, Serasa Food is a food-packaging company who dreams tobring the Indonesian recipes to all over the world. As a social entrepreneur, Serasa Food commits to empower the local Small andMedium Enterprises (SME) to cooperate in presenting the Indonesia original cuisine toour table. The Small and Medium Enterprises (SME) under Serasa Food will be engagedin Fast Moving Consumer Goods (FMCG) Industries. Serasa Food commits to keep therecipe secret in SME themselves, so each SME will not share any secret recipe to SerasaFood. Therefore, Serasa Food will only share its knowledge and skill to Small and Medium Enterprises (SME), help the capital if SME needed, open the access formarketing and strategy to modern retail, professionalize the SME and give the access ofmarketing technology to SME. In here, Serasa Food help the SMEs to improve productquality along with helping them distribute and penetrate into market.The objective of this research is to provide an analysis of current marketing strategyfor Serasa Food focus on Dapur Ijah brand, as new product launched to improve its brand awareness. This analysis will cover the company's current business strategy and objectives, and link it to the implementation of marketing strategy at the company. The analytical tools used by the students are Business Model and Marketing Analysis, SWOT, VRIN, PEST, and Porter Analysis.From this analysis, the students found Dapur Ijah can improve its brand awarenessthrough a new Marketing Strategy to enable Dapur Ijah to utilize its the internal sources strengths to compete with external opportunties. Thus, the students recommend optimizing the company's marketing mix strategy by integrating its offline and onlinmarketing strategies. Dapur Ijah should focus on the economic scale and traditional line.
Supervisor: Dr. Harris Turino Kurniawan MM. Msi