Analisis Strategi Pemasaran pada Resto Soima dengan Pendekatan Bauran Pemasaran

Andrian, Muhammad Rizal (2018) Analisis Strategi Pemasaran pada Resto Soima dengan Pendekatan Bauran Pemasaran. Sarjana thesis, Universitas Brawijaya.

Abstract

Resto Soima merupakan perusahaan jasa yang bergerak di bidang food and berverage yang didirikan sejak Febuari 2017 di Kota Malang. Malang dikenal sebagai kota pendidikan, kota pelajar, kota wisata yg perkembangannya cukup pesat. Ikon ini menjadi salah satu pendukung bagi pengusaha untuk membuka usahanya di Malang. Bisnis yang berkembang di kota ini sangat beragam, salah satunya adalah bisnis kuliner. Akibat bisnis kuliner yang berkembang pesat dan ketatnya persaingan, perusahaan mengalami penurunan pendapatan. Untuk memperoleh pendapatan yang maksimal maka perlu dilakukan peningkatan strategi pemasaran. Dengan melihat banyaknya pesaing hal ini dilakukan untuk merebut posisi market leader. Penelitian ini dilakukan dengan menggunakan metode analisis SWOT dengan pendekatan bauran pemasaran untuk merumuskan serta menentukan dari evaluasi internal dan lingkungan mikro untuk evaluasi eksternal perusahaan. Kemudian dilakukan pengambilan data dari riset kepustakaan dan riset lapangan Resto Soima. Dalam penelitian ini, kuesioner berisi pertanyaan-pertanyaan secara tertulis kepada 40 responden yang merupakan konsumen dan 1 responden yang mempunyai pengaruh besar di Resto Soima serta mengenal kondisi lingkungan yang terjadi pada perusahaan, untuk mengetahui faktor internal kekuatan (Strengths) dan kelemahan (Weaknesses) dan faktor ekstenal peluang (Opportunities) dan ancaman (Threats) yang dimiliki perusahaan. Hasil penelitian pada Resto Soima didapatkan skor x bobot untuk masing masing faktor yaitu 3,975 untuk evaluasi internal dan 3,514 untuk evaluasi eksternal. Perbandingan nilai dan pembobotan dari masing-masing faktor diketahui bahwa skor x bobot dari Evaluasi Internal > Evaluasi Eksternal yaitu : IFE (3,975) > EFE (3,514). Dengan demikian hubungan antar Internal Factor Evaluation (IFE) dan Eksternal Factor Evaluation (EFE) dengan analisis SWOT adalah dapat menganalisis dan mengidentifikasi faktor internal dan faktor eksternal secara sistematis, sehingga perusahaan dapat memaksimalkan kekuatan dan memanfaatkan peluang, namun secara bersamaan dapat meminimalkan kelemahan dan menghindari ancaman dari lingkungannya. Rekomendasi yang bisa diusulkan adalah memiliki resep yang paten pada setiap menu dan memantau harga competitor lain untuk mengantisipasi jika terjadi kenaikan harga bahan, harga menu tetap bersaing, menyebarkan iklan secara langsung maupun melalui internet, dengan mencantumkan ciri khas dan varian menu yang dimiliki, memasang informasi mengenai alur pemesanan dan pembayaran di depann restaurant agar customer merasa lebih mudah dalam melakukan pemesanan makanan, dan lain-lain.

English Abstract

Resto Soimah is one of food and beverages conpany and has been existed since February 2017 at Malang City. Malang is known as Education city and also the city who has so many recreation destination. The impact is so many type of bussiness who are running curently at Malang City and one of them is culiner company. Because of so many culiner company who runs curently at Malang City, some of company felt the decrease of income. Too much competitor impact on chance of company to sell their producr. Therefore, research about market strategic must be done immediately to known about costumer needs and also to get market leader position. This research is done by swot analysis method with marketing mix to describe external and internal factor. Then to do the research, first step is collect data from literture, 40 customer sample, and 1 customer who has biggest influence at Resto Soima. The the research continue with external and internal factor identification to know about strength, weakness, opportunity and thread. Result of research at Resto Soima got score x weight for each factor that is 3,975 for internal evaluation and 3,514 for external evaluation. Comparison of the value and weighting of each factor is shown that the score of x weight of Internal Evaluation> External Evaluation is: IFE (3,975)> EFE (3,514). Thus the relationship between Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) with SWOT analysis is abled to analyze and identify internal factors and external factors systematically, so that companies can maximize strength and take advantage of opportunities, but simultaneously can minimize weakness and avoid threats from the environment. Recommendations that can be proposed is to have a patent recipe on each menu and monitor the price of other competitors to anticipate if there is any increase in material prices, the price of the menu remains competitive, spread the ads directly or through the internet, by including the characteristics and menu variants owned, posted information about order flow and payment at restaurant depannas to make customer feel easier in ordering food, and others.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FT/2018/132/051801467
Uncontrolled Keywords: Analisis Bauran Pemasaran, Analisis SWOT, Matriks Eksternal Factor Efaluation, Matriks Internal Factor Evaluation, Restoran
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknik > Teknik Industri
Depositing User: Budi Wahyono Wahyono
Date Deposited: 17 Apr 2018 02:10
Last Modified: 18 Oct 2021 07:06
URI: http://repository.ub.ac.id/id/eprint/9494
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