PROPOSED MARKETING MIX STRATEGY FOR DOM DAGO AS PALAIS HOTEL RESTAURANT TO INCREASE CUSTOMER AND SALES
Indonesia is a country that is quite famous for its culinary tour. It is also followed with <br /> <br /> the growing culinary industry in Indonesia. Data from BEKRAF, noted that the culinary subsector <br /> <br /> contributes 41.4% to GDP of creative economy. One of the cit...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/28903 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia is a country that is quite famous for its culinary tour. It is also followed with <br />
<br />
the growing culinary industry in Indonesia. Data from BEKRAF, noted that the culinary subsector <br />
<br />
contributes 41.4% to GDP of creative economy. One of the cities in Indonesia famous <br />
<br />
for its culinary, is Bandung. Business in the food industry in Bandung also looks promising its <br />
<br />
show by RGDP growth in that sector. The number of cafes and restaurants also continue to <br />
<br />
grow, but this condition make the competition in the culinary business more stringent. One of <br />
<br />
the restaurant in Bandung is Dom Dago. Dom dago Cafe and resto is currently experiencing <br />
<br />
problems on the sales and number of visitor is still low. Since Dom Dago Cafe and Resto <br />
<br />
launching in 2015, the sales and the number of customer of Dom Dago Cafe and Resto are still <br />
<br />
stagnant. <br />
<br />
In realizing Dom Dago target, Dom Dago must know what performance should be <br />
<br />
improved and make appropriate and effective strategies. Dom Dago should analyze the <br />
<br />
condition of the business environment that can affect the performance of Dom Dago. There are <br />
<br />
two parts in environmental analysis, internal analysis and external analysis. In internal analysis, <br />
<br />
will focus on STP Analysis and Marketing Mix. In external, will identified with PEST analysis, <br />
<br />
Porter's Five Forces analysis, competitor analysis and also consumer analysis using descriptive <br />
<br />
analysis and IPA. After did SWOT, any problem faced by Dom Dago will be known by making <br />
<br />
root cause analysis. The problem of Dom Dago is there is a gap between attributes inside <br />
<br />
product, price and promotion variable. <br />
<br />
There are several proposals for improvement based on low performance attribute in <br />
<br />
product, price and promotion variable, such as follow the food festival in Bandung, <br />
<br />
endorsement by food blogger, regular menu increase, and special menu, giveaway program, <br />
<br />
brochure with voucher, make monthly & occasionally program. The program can be <br />
<br />
implemented for 6 months, and hopefully Dom Dago can achieve their target to increase sales <br />
<br />
and number of customer |
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