Analisis positioning restoran wendy’s dalam Pasar restoran fast food di kota bandung (Studi Kasus di Wendy’s Cabang Braga Citiwalk, Bandung)

Abstract

The growing number of restaurants in Bandung makes the competition in that business tighter. One of the strategies to overcome this competition is positioning strategy. Positioning strategy is a strategy that attempts to place a brand in a segment of market so that it can be accepted better than other brands. Company’s positioning can connect consumer expectation with the image of product brought to the consumer. Consumers usually choose product or service that able to give the best value to them. In order to face that kind of competition, Wendy’s has to give its competitive advantages to satisfy their targetted consumers. This research was aimed to identify the characteristics of Wendy’s consumers, to analyze the closest competitors of Wendy’s, and to analyze the positioning of Wendy’s based on the attributes of Wendy’s competitive advantages’. The types of data used were primary and secondary data. The acquired data were analyzed with validity test for product moment correlation, Cronbach’s Alpha reliability test, descriptive analysis to identify the consumer characteristics and connection between variables, Multidimensional Scalling to see the competition map, Factorial Analysis to reduce the unneeded variables, and Biplot Analysis to analyze the positioning. The result from descriptive analysis shows that the potential market for Wendy’s were consumers at the age of 16 to 25. Bachelor degree is still dominating the market with consumer’s income from one to three million rupiah per month.