THE POSITIONING OF BAKSO BAPAK BUDI AND THE MOST IMPORTANT ATTRIBUTE IN MEATBALLS BUSINESS

• Main Author: Saputra, Budi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78749
• Institution: Institut Teknologi Bandung

This research aims to find out positioning of Bakso Bapak Budi company against other companies that provide similar products that can be said to be a competitor. In addition, this research also aims to find what the importance attributes are popular or the reason of people to buy meatball products in some outlet. The research was conducted with a quantitative approach, the data obtained by a survey to 200 respondents. Respondents who are selected are those who are in accordance with the target market of the company. The analysis used in this research starts from descriptive analysis, scoring the level of importance atribut and then with multidimensional scaling analysis to find out the position of the company and its competitors. The results of the research will construct a strategy recommendation for Bakso Budi company in conclusion to face the competition or for open new branch and understand the attributes of the targeted products for the target market or customer. This research resulted the position of 3 companies in mapping including Bakso Bapak Budi, the result of Bakso Bapak Budi has advantages and weaknesses among the competitors so that it needs improvement. The second thing that is generated from this research is the find of priority attributes to be made reference in starting or improving meatballs business based outlets.