IMPROVING MARKETING STRATEGY TO INCREASE SALES OF AYAM GEPREK GANYANG COMPANY

• Main Author: ADYTIA NUGRAHA (19215031), TAUFIK
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31239
• Institution: Institut Teknologi Bandung

As we already know, the more advanced times and changes in human lifestyle causes human needs to change, especially the primary needs of which one is food and drink. The food and beverage industry is highly developed and varied ranging from price and type. From that, business competition in the culinary field is very strict and affect the food and beverage industry from producers to consumers. <br /> <br /> Ayam geprek is food that comes from Yogyakarta. Ayam geprek has a unique taste of spicy. Currently, ayam geprek has entered and became new trend in the Bandung .The development of ayam geprek increasing rapidly, especially in Bandung. Every company is required to compete with the other company can still run well. The company's strategy must be in accordance with the target market. Especially for the ayam geprek restaurant that is around the campus. <br /> <br /> One of ayam geprek store is Ayam Geprek Ganyang. It is a store culinary in Bandung. Basically, company business model is made based on demand from the target market, which is mean that company sell product for college student with affordable price, much, and spicy. Products that can sell by Ayam Geprek Ganyang are ayam geprek, noodle, mango juice, orange juice,etc. <br /> <br /> From some issues that exist in Ayam Geprek Ganyang. The problem that should be solved in Ayam Geprek Ganyang is sales. The trend of sales is decrease. This is important because if the sales continuously decrease the company cannot sustain. And for the long term it will be affected to future plan of Ayam Geprek Ganyang which is the company plan to expand their market for the next year. <br /> <br /> However, the researcher will analyze root cause of the problem using fishbone diagram. This tool can help researcher to explore and find the root cause of the problem. After the researcher analyze and found marketing is a root cause Ayam Geprek Ganyang’s sales decreasing.