Social Media and Professional Service Drive Mixue's Franchise Growth in Purwakarta

Why It Matters

Understanding how businesses communicate their value proposition is crucial for market penetration and growth. This case highlights the dual importance of digital presence and in-person service in building brand recognition and customer loyalty within a competitive market.

Key Finding

Mixue's success in Purwakarta is driven by its affordability and widespread appeal, supported by strong communication efforts through social media and excellent customer service.

Key Findings

• Two key factors contribute to Mixue's business growth in Purwakarta: economic aspects and popularity.
• Mixue employs two primary business communication strategies: social media engagement and professional customer service.

Research Evidence

Aim: To investigate the business communication strategies employed by Mixue franchises in Purwakarta and their role in business development.

Method: Case Study

Procedure: The study analyzed the business development and communication strategies of Mixue franchises in Purwakarta, drawing on Neil H. Borden's Marketing Mix theory.

Context: Franchise business, food and beverage industry, regional market expansion

Design Principle

Effective business communication encompasses both digital outreach and personalized customer experience.

How to Apply

For new franchise ventures, prioritize developing a strong online presence and training staff to provide consistently professional and friendly service.

Limitations

The study is specific to the Purwakarta region and may not be generalizable to all franchise locations or business types.

Student Guide (IB Design Technology)

Simple Explanation: Mixue is growing fast because they use social media well and treat customers nicely, making them popular and affordable.

Why This Matters: This shows how important communication is for businesses, especially franchises, to become well-known and successful in a new area.

Critical Thinking: How might cultural differences in social media usage or customer service expectations affect the success of these strategies in different regions?

IA-Ready Paragraph: This research indicates that successful franchise expansion, as seen with Mixue in Purwakarta, is significantly influenced by a dual approach to business communication: leveraging social media for broad reach and ensuring professional customer service for direct engagement. These strategies, combined with economic appeal and inherent popularity, contribute to market growth.

Project Tips

• When researching a business, look at how they talk to customers online and in person.
• Consider how a product's price and how popular it is affect its success.

How to Use in IA

• Use this study to support claims about the importance of marketing mix and communication strategies in your own design project's market analysis.

Examiner Tips

• Ensure your analysis of a business's success clearly links specific communication strategies to observed outcomes.

Independent Variable: ["Social media communication strategy","Professional customer service"]

Dependent Variable: ["Business development/growth of franchise","Brand popularity"]

Controlled Variables: ["Economic factors","Location"]

Strengths

• Focuses on a real-world, contemporary business phenomenon.
• Applies established marketing theory (Marketing Mix) to a specific case.

Critical Questions

• To what extent is the success due to the communication strategy versus the inherent appeal of the product itself?
• How sustainable are these communication strategies in the long term as the market evolves?

Extended Essay Application

• An Extended Essay could explore the comparative effectiveness of different social media platforms for franchise marketing or analyze the impact of service quality on customer retention in a specific industry.

Source

Strategi Komunikasi Bisnis Waralaba Mixue: Studi pada Gerai Mixue Purwakarta · KONTEKSTUAL Jurnal Ilmu Komunikasi · 2023 · 10.36448/jik.v2i2.3466