MARKETING STRATEGY FORMULATION FOR SANG PADANG JAKARTA RESTAURANT

• Main Author: Arya Nugroho, Faturrahman
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47824
• Institution: Institut Teknologi Bandung

Sang padang is restaurant that has established since September 12, 2018, their business grow in the middle year, when the food trends massively enter the social media and digital with a modern and creative concept. The problem of declining of revenue for the last four month, consistency of the product that include taste, colour or quantity, related to the procurement of raw materials which are still unstable related to restaurant needs and fluctuating costs due to implementing a weekly purchasing system, Management also does not have a comprehensive promotion plan. This study will use qualitative research methods as an effort to achieve the objectives of this study, that is to develop implementation of the program through business strategy analysis. The primary data for this study came from interviews and questionnaires with Sang Padang's management, employees or customers and conducted observations on Sang Padang's operations Secondary data for this study came from journals, books and articles as an effort to gain an understanding of the theory and description of Sang Padang's internal and external conditions. Data analysis techniques in this study will use internal analysis and external analysis. The focus of this research is to analyze Sang Padang's internal and external environment as an effort to develop business strategies and provide program implementation to be run by Sang Padang.