MARKETING MIX RECOMMENDATION FOR RESTAURANT BUSINESSIN BALIKPAPAN (CASE STUDY OF KAPOK LOMBOK RESTO)

• Main Author: Deklaranti Rukhmi/29115425, Justia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28367
• Institution: Institut Teknologi Bandung

Surviving in the culinary business competition is not easy, that was experienced Kapok Lombok Resto. For three years, the income trend of Kapok Lombok Resto has continued to decline. Revenue is only about 40% of the target in the third years. To increase revenue and achieve sales targets, Kapok Lombok Resto must evaluate and improve. The purpose of this study is to provide recommendations for improvements service strategy based on internal and external evaluations conducted. <br /> <br /> Data collection methods are carried out through interviews, literature studies, secondary data, and eating out behavior questionnaires. As for internal analysis, the author uses STP, marketing mix, resource analysis and value chain and for external analysis using Porter's 5 forces, PESTLE, and competitor analysis. Eating out behavior survey is conducted to give additional perspective. Through the analysis, the root causes of the problem is management only focus on operational activities but lack on strategy and development. To eliminate the problem, marketing mix improvement need conduct aligned with corporate strategy and business strategy. <br />