Analisis Strategi Pemasaran Pada Restoran Dapur Geulis Bogor

Abstract

Dapur Geulis Restaurant is one of the traditional Sundanes restaurants which is relatively cheap. This is suitable to the Dapur Geulis slogan’s " Luxury Taste, Cheap Price". The purpose of this research is (1) to analyze internal factors that became strengths and weaknesses and external factors into opportunities and threats in DapurGeulis, (2) formulate alternatives Dapur Geulis marketing strategy, (3) carry out alternative selection-alternative marketing strategies in Dapur Geulis. Results of IFE and EFE matrix calculation shows the position of Dapur Geulis at the cell 5 in the IE matrix . The best strategy in this cell is a strategy to keep and maintain, they are market penetration and product development. IE matrix is adjusted on SWOT Matrix. Several alternative marketing strategies that are, among others: (1) promotion through radio and events, (2) provide efficient package for students, (3) establishing a member card to the customer and (4) improving the quality of taste and delicacy. AHP strategy who recommends for the restaurant : (1) fixing qualitys services through the the application of SOP, adding promotions through media such as radio and event-event, (3) provides a package-saving for college students and (4) offers member card for customers