DEVELOPING MARKETING STRATEGIES FOR SUNDANESE RESTAURANT CASE STUDY OF LAKSANA CIKAWUNG

• Main Author: Najwa Tasya Aziza, Nisrina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75929
• Institution: Institut Teknologi Bandung

Indonesia is known for its culinary diversity, especially in West Java. Bandung, in particular, stands out as a hub for unique and viral food, attracting tourists from all over the world. This culinary reputation has made businesses in Bandung grow rapidly, especially those specializing in Sundanese cuisine which are firmly rooted in local culture. Sundanese restaurants in Bandung compete to offer authentic and delicious dishes, combining culinary and artistic elements. Laksana Cikawung Restaurant is one of the Sundanese restaurants that is currently growing and attempting to expand its presence. Undoubtedly, some people are already aware of this restaurant's reputation as a long-standing Sundanese restaurant from its name "Laksana." Laksana Cikawung has proven its innovation by adding a new menu, namely Sambal Bakar, which had never existed in any Laksana branch before. However, Laksana Cikawung’s past problem had a very bad impact on sales which continued to decline. This causes customers to hesitate to visit this Sundanese restaurant and because of this the internal system at Laksana cikawung must be addressed. Laksana Cikawung must again be given the opportunity to win over customers after addressing the internal issues. With a marketing strategy, Laksana Cikawung is expected to be able to increase its brand awareness again, as well as show its existence which has now undergone many improvements. This research employ external and internal analysis. This research was conducted through a qualitative approach through semi- structured interviews with internal teams and loyal customers of Laksana Cikawung. The results show that Laksana Cikawung should fix their internal system as well as maximize its social media again by making several marketing strategies that are adjusted to the data and interests of the respondents as well as content planning sequentially from July - December 2023.