RECOMMENDATION ON PROMOTION STRATEGY OF 90 GOURMET RESTAURANT

• Main Author: (NIM : 29108019); Pembimbing: Dr. Ir. Mustika Sufiati Purwanegara, MSc., LIDYA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16283
• Institution: Institut Teknologi Bandung

Food and beverages business is one of the fastest growing industries in big cities such as Bandung. 90 Gourmet opened its door to the public for the first time early last year. It is one of many restaurants offering Japanese food in the town. On the other hand, the promising opportunity creates a whole different level of competition in the market. With so many competitors offering similar products, 90 Gourmet has to come up with an excellent business plan to survive the harsh rivalry. So far, 90 Gourmet has not reached its target and still pretty unheard of. <br /> <br /> <br /> The study was conducted on 90 Gourmet by analyzing internal and external conditions in order to get the root problems that cause failure to achieve the sales target. This research was look up potential consumers’ dwelling around R.E Martadinata through questionnaires, focus group discussions, and interviews. <br /> <br /> <br /> The research were then produced an analysis of potential consumers and their consumption patterns, This research will show how lack of advertisements and promotions for <br /> <br /> <br /> new consumers influenced the fact that not many people aware of the newly established place. <br /> <br /> <br /> The company was also more focused on the promotional activity that conducted inside the company and intended for consumers who already know and have visited the restaurant, while the external promotion activities that should reach potential consumers that has never visit <br /> <br /> <br /> are still not done. <br /> <br /> <br /> The result of this research will become the foundation of the new business strategy solutions on how to create a better brand awareness both in its Business to Customer (B2C) by reaching the target market with better means of marketing communication as well as in its <br /> <br /> <br /> Business to Business (B2B) by building up a good relationship between its business partners. <br /> <br /> <br /> The key objective in this new scheme is to raise public awareness which result better revenue in the future. <br /> <br /> <br /> The new strategic implementation will involve the restaurant's management with the help of necessary agents from external resource for the duration of one year focusing in both B2C and B2B plans. This short term promotion marketing strategy will help the restaurant to <br /> <br /> <br /> meet its short term goal and aid the restaurant to achieve the intended investment plan in the long run.