PROPOSED MARKETING STRATEGY TO UPSCALE NYUKNYANG TAYAMI SALE PERFORMANCE

• Main Author: Adzani Cahya Mauladha, Dimas
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63545
• Institution: Institut Teknologi Bandung

Nyuknyang Tayami is a business unit engaged in restaurant industry and located in Kemang Raya, South Jakarta. Nyuknyang Tayami as a newly established business unit has been able to attract positive market enthusiasm, but still has shortcomings that need to be improved. The shortcomings are that Nyuknyang Tayami brand and traditional Makassar Nyuknyang cuisine are not yet known and the menu choices are limited. The highly competitive restaurant industry can certainly be a threat to Nyuknyang Tayami's existence in the future, therefore an effective strategy is needed as an effort to upscale Nyuknyang Tayami's sales performance. This research was conducted as an effort to propose a marketing strategy by analyzing the internal and external environment through the formulation of a SWOT analysis strategy. A qualitative approach are used in this study with data collection techniques through questionnaires and interviews with owners, staff and consumers Nyuknyang Tayami. The results showed the short-term strategy that needs to be done is to focus on ST strategy combined with the WT strategy. SO and WO strategies are supporting strategies for the success of ST and WT strategies so that this strategy is a medium and long term strategy as an effort to upscale nyuknyang tayami sales performance.