Immersion

Analysis Toward Business Orientation

Fitri Karunia
Jonathan Lampatar Siregar
Sri Mona Nurhastuti
Yusuf Syafiyudin Marna

AEGIS
COFFEE
 AEGIS COFFE
Established
4 February 2017

Address:
Jl. Perumnas No. 249F,
Caturtunggal.

Founder :
Noor Binang Angsyawatara
Muhammad Fadli

Concept: Japan
 Main Problem

AEGIS is still not sure about their

objectives (target market, segmentation,
USP of the products) and lack of marketing
activity
Objective

1. The specific segmentation,

target market, and Unique Selling
Point of the coffee shop.

2. Increase the brand awareness

through integrated marketing
communication (IMC)
Literature Review
Business Orientation
Literature Review
Business Orientation
The way a company approaches its strategies for success.
4 dimensions:
1. Production Orientation.
2. Product Orientation.
3. Marketing Orientation.
A marketing orientation focuses on consumer needs and strives to
build a long-term relationship with each customer.
4. Sales Orientation.

(Kimberlee Leonard, 2018)

Literature Review
STP Marketing
STP in marketing stands for
Segmentation, Targeting,
and Positioning. The STP
model is useful to know
about the potential
customer.
(John Cousins, 2018)
Market Research
Market research is any set
of techniques used to
better understand
a company’s target market.
(Louis Grenier, 2019)
Time Plan
15 April 2019 17 April 2019 22 April 2019 24 April 2019 26 April 2019 1–15 May 2-17 May 2019 17-20 May 2019
2019
Group

Discussion
Meeting &
Interviewing with
Owner AEGIS
Preparation &
Program Planning

Field
Observation
Making a
Survey
Making &
Testing Website

Spread
The Questionnaire
& Analysis
Evaluation &
Preparation IP 3
Program
Program
Market Research Marketing Through Social Media

USP

Key Market
Positioning
Messages
Research

Target
Market
Market Research
Demographic Analysis

Based on charts above, we found that

most of our respondents are students
with expenses between 1Million to 2.5
Million Rupiahs. Therefore, they
classified as socio economic status Clas
s type C (SES C) which means that our
respondents (coffeeshop customer in
Yogyakarta) are middle class.
Market Research
Preference of Hang Out Place

Kenyamanan dan kebersihan tempat

Market Research
Source of Preference
Market Research
Do you know Aegis?
Instagram
#aegisbuddies
Program
Website

https://aegiscafejogja.wixsite.com/aegis-coffee-jogja
Conclusion

Regarding to the business orientation that focused on business strategy

and marketing elements, we did a market research to find the segmenta
tion, targeting, and positioning (STP). The result shows that the majority
of respondents still does not aware about the existence their brand
awareness, thus Aegis need to increase their brand awareness.
Documentation
Our Beloved Advisor & Mentor

Advisor:
Bayu Sutikno, S.E., Cand.Merc., Ph.D.

Mentor:
Noor Binang Angsyawatara