PROPOSED MARKETING STRATEGY FOR INCREASING SALES (CASE STUDY: WARUNG SUREN)

• Main Author: Qaushaliya, Shasha
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53339
• Institution: Institut Teknologi Bandung

The High rates population growth in Indonesia encourage high demand on several sectors. One of the sectors is culinary. Which in the end creates an increment for the growth rate of the culinary industry in Indonesia. This also has a very significant impact on the level of competition in the culinary business. Warung Suren, as one of the businesses engaged in the culinary sector, also entered in this competition. Warung Suren offers a variety of products that have a selling value as a delicious food menu from family recipes, that represents a comfortable, warm, and friendly dining atmosphere.The high competition in the culinary business, urge Warung Suren to have the right marketing strategy to be survive, sustain and develop. In this research, Warung Suren use the quantitative method by using survey technic in order to collect the data. All the question is related to Warung Suren target market, by demographic and behavioral. With >75 respondents from the Warung Suren potential customer who fill the questionnaire form.This research attempts to find the effective marketing strategies to increasing sales of Warung Suren by using quantitative method. To analyse the current conditions of the company itself, literature review is applied to internal and external analysis. Warung Suren applies STP and Marketing-mix (4p) as the theory to analyze from the internal, while Porter’s Five Forces and PESTEL are used for external analysis. After get Internal and External result calculation, it will generate of company position in SWOT determining the develop of marketing strategy. After analysis from the internal and external factors. According on research exploration, Warung Suren is required to redesign the marketing strategy including change segment, target, and positioning. Improving the Product innovation, and promotion. Also required to redesign company structured to maximizing the strength of the company for increasing sales of Warung Suren.