MARKETING STRATEGY DESIGN FOR FAST FOOD RESTAURANT CARL'S RESTAURANT JR. IN BANDUNG CITY USING MARKETING MIX

• Main Author: Aditira, Kemal
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46334
• Institution: Institut Teknologi Bandung

Carl's Jr. is an international fast food restaurant which has branches in the city of Bandung. Nowadays, Carl's Jr. in Bandung is experiencing a decline in sales, where the expected market share is still far from the target. After brainstorming with the company, it was found that the factors that most influenced the decline in sales of Carl's Jr. in Bandung is the lack company's understanding of the characteristics of its customers in the city of Bandung. Therefore, the problem formulation of this research is is to determine marketing mix strategy that suits the Carl's Jr. customer segment in Bandung. This study used market segmentation methods obtained by cluster analysis based on demographic variables and their preferences. The study followed by determining the target market and then designing a positioning strategy. The results of this study is in the form of 4P marketing mix (product, price, place, and promotion). From the results of the study, three types of clusters were obtained, namely product-and-experience-oriented customer, hygiene-oriented customer, and demanding, less-profitable customer. The targeting strategy used is full market coverage, so the three clusters are target customers. The value proposition offered is Carl's Jr. as a fast food burger restaurant that sells varied premium products at affordable prices. In the product strategy, it is recommended for Carl's Jr. to have a variety of premium product lines at affordable prices. For the price strategy, the main price range for Carl's Jr. products is between IDR 35,000 - IDR 50,000. For place strategy, it is suggested the use of direct channel strategy. It is also suggested that in Bandung, Carl's Jr. has outlets in office, campus, school, or residential areas. Lastly, it is suggested for Carl’s Jr. to optimize the word of mouth strategy using social media, but also to utilize other medias in marketing.