Analisis Persangan Industri Restoran Khas Sunda Di Wilayah Bogor

Abstract

The research objective were: (1) to analyze a competition intensity of sundanese restaurant industry in Bogor, (2) to analyze a consumer behavior of sundanese restaurant industry in Bogor, (3) to analyze a strategic restaurant attributes of sundanese restaurant industry in Bogor, (4) to formulate strategic planning to gain sundanese restaurant industry's lead in Bogor. The data analysis consists of several stage, there were (1) Industry Competition Intensity Analysis using Five Forces Porter, (2) Consumer Analysis which is performed by (a) Descriptive tabulation, (b) Thurstone analysis to determine the attribute importance and differences scale, (c) Cross tabulation analysis. The competition intensity on sundanese restaurant industry in Bogor was considerably high which amounting total value to 3.516. Three variables have a high value, there were: new comers' threat, substitute product threat, and consumer bargaining power whether two variables in middle range value, there were: competition among competitors and suppliers bargaining. The consumer bargaining power variable has the highest rate among others. Consumer analysis resulted through consumer demographic, behavior, and preferences to sundanese restaurant attributes. Alternative strategies were formulated based on the Porter's industry competition intensity analysis and consumer analysis. Sundanese restaurants should improve product quality, for instance by enriching food and beverages variant also its taste, maintaining raw materials quality and hygiene, conducting price survey on similar products (comparative studies) while kept competitive price for consumers. Enhancing the existing economic of scale and setting a competitive price against substitute product could overcome the new comers and substitute product threats respectively. The huge competitors could be overcome by upgrading the restaurant capacity and present a particular characteristic to distinguish with other sundanese restaurant also strengthening cooperation along with suppliers to avoid the threat of forward integration by suppliers