MARKETING STRATEGY PROPOSAL OF EATERS.COM CAFE AND RESTO

• Main Author: RAMACHANDRA (NIM: 29108012); Pembimbing: Ir. Evo S. Hariandja, MM , YUDHA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17664
• Institution: Institut Teknologi Bandung

The growth in culinary at Bandung side by side with easier toll access between Bandung and Jakarta City has made Bandung city to become a main culinary destination, either for Bandung's citizens and or local visitors that came from other city. Eaters.com cafe and resto take this advantage to enliven the culinary trip in Bandung with the segmenting in lower market and offering a new and unique concept that is different from its competitor. The concept itself is like a cafe and resto as a place for having discussion without any music, eaters.com also serving high quality food, with good <br /> <br /> <br /> taste and cheap, also with friendly and satisfying service. <br /> <br /> <br /> When eaters.com start to operating with existing STP and marketing strategy, the company did not achieve the target market as expected before. unfortunately, eaters.com has already adopting the cost leadership strategy to give the cheapest food and beverages price compare to its competitor, the purpose is to seize the expected market share. <br /> <br /> <br /> The above matter can be solved by carrying out internal factor analysis, external factor analysis, STP, and measuring the strength as well as the weakness in marketing mix, that have been done by eaters.com, so this can produce inputs as strategic marketing proposals as well as for the implementation. The research method that was chosen is explorative through theoritical reference and practical studies which supported by questionnaires and interviews. <br /> <br /> <br /> Based on the resulted analysis, it shows that the low level of consumer was caused by the unproper STP and marketing strategies. Therefore, in order to facing the tensed competition, eaters.com needs to perform the remapping of marketing strategy which suites more with STP to accelerate the growth in sales. The end results of this research is to produce a mid-term solution to <br /> <br /> <br /> win the market share that expected.