PROPOSED MARKETING STRATEGY TO IMPROVE BUSINESS GROWTH AND COMPETITIVENESS OF KEDAI KITA AJA

• Main Author: Rafi Zidane, Axel
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87815
• Institution: Institut Teknologi Bandung

The food and beverage industry in Indonesia is experiencing rapid growth, with seafood restaurants emerging as a promising segment due to increasing consumer demand for high-protein food. Kedai Kita Aja, a seafood restaurant in Indramayu, faces challenges in market expansion, marketing optimization, and customer retention, despite its strategic location and direct access to fresh seafood. Additionally, sales fluctuations over the past six months indicate supply chain inefficiencies and rising competition. This study aims to develop an effective marketing strategy to enhance Kedai Kita Aja’s business growth and competitiveness. A qualitative research approach was employed, using in-depth interviews, direct observation, and questionnaires from 82 respondents. Analytical tools such as TOWS, STP, VRIO, PESTEL, and the 7P marketing mix were used to identify key business challenges and formulate appropriate strategies. Findings reveal that Kedai Kita Aja’s strengths lie in its food quality, pricing, and strategic location, whereas weaknesses include limited digital marketing, inconsistent promotions, and lack of structured customer engagement. Opportunities exist in the increasing consumption of seafood and advancements in digital marketing, while threats stem from strong competition, accessibility issues, and supply fluctuations. This study recommends a comprehensive marketing strategy focusing on digital marketing optimization, service differentiation, and expanded delivery services. By leveraging targeted promotions, influencer collaborations, and a structured STP-driven marketing approach, Kedai Kita Aja can enhance market reach, customer acquisition, and long-term growth. The integration of the 7P marketing mix framework ensures a cohesive, customer-centric approach to sustained competitiveness in the seafood restaurant industry.