PROPOSED MARKETING STRATEGIES FOR INCREASING REVENUE OF DAPUR PANGLIMA CATERING

• Main Author: Chaulika, Chresta
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45665
• Institution: Institut Teknologi Bandung

Food is one of the three primary needs of human, besides clothes and place to live. In order to survive, human needs to eat. There are millions of food variants all over the world. In Indonesia specifically, there are so many food variants across the province. Each region has different form of food especially in taste. Indonesian people would never be bored with food. Dapur Panglima is also established to fulfil the escalation of rice box needs in Jakarta and around, the market that has bigger potential than another region. They do not serve city outside the region that has further distance from their main kitchen in Pancoran, Jakarta, since they want to keep the food freshness for quality purposes. Dapur Panglima main tagline is for the taste, we are the champion (Untuk Rasa Kami Juara). They are focusing on Indonesian food by specializing in the rice box (nasi kotak) and cone rice (nasi tumpeng). And all the menu is 100% in the range of local Indonesian food. The researcher analyses data from the Dapur Panglima customer. The results of this analysis hope to find a good solution to the problems in the Dapur Panglima. The research used a qualitative research method, where the researcher collects data by means of observation and interviews. Interviews were conducted by asking directly to the company internal namely the Owner or Director of the Dapur Panglima and also from the external, by interview directly to the customers of the Dapur Panglima. The researcher presented the implementation plan with timeline based on the conclusion, which is needed to implement the marketing strategies. The researchers make implementation plan for twelve strategies and the strategy will be started about the quartal on February 2020 to implement the strategy. In that strategy will involve some people in charge (PIC) who will be responsible for each action plan.