PROPOSED MARKETING STRATEGY FOR BACKMEE SPICY NOODLE & WONTON

• Main Author: Pranata, Delfrinando
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80450
• Institution: Institut Teknologi Bandung

Consumer behavior and preferences in the foodservice industry experienced a profound shift in the post-Covid-19 era. This transformation significantly impacted the competitiveness and profitability of businesses like Backmee Spicy Noodles and Wonton. To address these challenges, this research explores consumer behaviour and the evolving marketplace and proposes a strategic framework to maintain a competitive edge. Analysis of the survey results and in-depth evaluation of customer segments guide the formation of new marketing strategies. The comprehensive staff training program, innovative menu development, and strategic expansion of dine-in services cater to customer preferences, enhance customer relationships, and drive revenue streams. These strategies align with Backmee Spicy Noodles and Wonton's goal of staying competitive and relevant in the evolving foodservice landscape. The proposed implementation plan incorporates budget allocation to ensure the successful execution of the recommended strategies. This research aims to serve as a practical guide for businesses in the foodservice industry facing similar challenges, offering insights on adapting to changing consumer preferences and achieving sustainable growth