MARKETING STRATEGY FOR IKAN BAKAR JIMBARAN, YOGYAKARTA

• Main Author: SAWITRI (NIM : 29112447) Pembimbing: Ir. Alibasjah Inggriantara, SE., MM., AJENG
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17862
• Institution: Institut Teknologi Bandung

Ikan Bakar Jimbaran, established in Yogyakarta since 2005, was a pioneer of fresh seafood premium restaurant with Bali’s ambience. In the first 5 years, Ikan Bakar Jimbaran had a good sales performance. However, financial data shows decrease on sales and number of customers in this last 3 years. The rising of new hotels, guest houses, and restaurants in Yogyakarta is suspected as the cause of decrease on sales. Moreover, Ikan Bakar Jimbaran, which is lack of marketing activities, is looked dissapear in the midst of happening culinary reports in social media. Ikan Bakar Jimbaran does not apply new marketing methods and only hold on to the strength of word-of-mouth. The absence of officer who should handle all online marketing activities could be one of the causes. o solve the business issue, analysis about the factor of external and internal environment is needed. External factor analysis consists of PEST and 5 FORCES by Porter; while STP and marketing mix 7P are used to analyze internal factor. In addition,the result of interview with the manager and customers of Ikan Bakar Jimbaran becomes one of sources in listing SWOT of Ikan Bakar Jimbaran. From SWOT result, TOWS matrix is utilized to generate some alternative marketing strategies for Ikan Bakar Jimbaran. There are 14 proposed marketing strategies for Ikan Bakar Jimbaran which are formulated into marketing mix 7P and implementation of the strategies was described in action program scheduled for five years ahead (2015-2019). <br /> <br /> <br /> <br /> <br /> <br /> To sum up, Ikan Bakar Jimbaran need to apply new marketing methods rather than depend on the strength of word-of-mouth. They may start taking advantage of all the <br /> <br /> <br /> <br /> <br /> <br /> opportunities that the Internet presents. Therefore, a social media account officer who will handle all marketing activities related to the Internet should be hired as one of strategies to overcome the problem.