PROPOSED MARKETING STRATEGY FOR HERITAGE BASED-FOOD AND BEVERAGE INDUSTRY IN FACING NEW HABITS POST-COVID-19 IN BANDUNG: A CASE STUDY OF BRAGA PERMAI RESTAURANT

• Main Author: Nevalia, Eversti
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/65008
• Institution: Institut Teknologi Bandung

The number of restaurants in Indonesia, which always increases every year, even during the COVID-19 pandemic, has led to high competition in the food and beverage industry today. Braga Permai is one of the oldest restaurants in the city of Bandung that has been established since 1918, located on Jalan Braga. The restaurant, which still maintains the original Dutch recipe and the same restaurant atmosphere since long ago, gives the public a nostalgic impression. However, the number of more modern cafes and restaurants that have emerged as well as government policies in dealing with the COVID-19 pandemic have an impact on decreasing sales at Braga Permai restaurants by as much as 50-80%. This study aims to analyze the current state of Braga Permai's business and propose a new marketing strategy for Braga Permai in dealing with the situation after the COVID-19 pandemic in order to increase sales and optimize its resources. This research method uses a qualitative approach and a descriptive survey method by analyzing the internal and external business conditions of Braga Permai. Data collection techniques were carried out by observation and interviews, as well as a questionnaire survey. Secondary data is obtained from institutional reports, internet, books, and journals. Internal analysis conducted in this research is STP analysis (Segmenting, Targeting, and Positioning), 7P's marketing mix, and resources analysis. Meanwhile, the external analysis used includes PESTLE analysis, Porter's 5 forces, competitor analysis, and consumer analysis. The results of the analysis of internal and external conditions that have been obtained are then summarized and formulated into a SWOT analysis which is then discussed for the implementation of developing solutions to the problems faced by Braga Permai in the TOWS matrix analysis and finally integrated into the new 7 P's marketing mix and will then be implemented by Braga Permai. ii The conclusion of this study resulted in several new marketing strategies for Braga Permai which include: Developing signature products for Braga Permai, working with the government as a means of promotion, optimizing digital marketing & social media, making bundling pricing and package menus, and maximizing physical facilities in the outlet’s environment.