PROPOSED MARKETING MIX STRATEGY FOR INDONESIAN RESTAURANT IN THE NETHERLANDS (CASE STUDY: PASUNDAN)

• Main Author: Karamina, Nadira
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76265
• Institution: Institut Teknologi Bandung

Indonesian and Asian culture has had a profound influence on Dutch culture and society due to colonialization. Food is one area where this cultural mix has had a significant impact. Many parts of Indonesian cuisine were adopted and became popular dishes in the Netherlands until now. However, vast number of Indonesian food enthusiasts in the Netherlands cannot considerably enhance sales of Pasundan. Pasundan is an Indonesian restaurant located in the city of Nijmegen, Netherlands and has been around for 12 years. There is an opportunity for Pasundan to develop with the change in consumption of Dutch people, particularly those aged 17 to 69, who are beginning to consume more vegetables and less meat. The purpose of this research is to identify optimal marketing mix strategies that enable Pasundan to influence the customer purchase intentions, resulting in increased sales. External and internal analysis is performed to gain a comprehensive and in-depth understanding of company difficulties. External analysis focuses on PESTEL, competitor analysis, and online consumer analysis. Marketing Mix (7P) and Segmenting, Targeting, and Positioning (STP) are included in the internal study. Primary and secondary data were collected for analysis. Following that, the present analysis results are summarised in the SWOT framework and then analysed using the TOWS matrix to provide multiple alternatives for strategy. The proposed strategies are put together into a new marketing mix plan that is expected to provide a solution to the existing business problem and can be implemented by Pasundan.