Analisis strategi pemasaran Oz Corner cafe Bogor

Abstract

Many restaurants offering a wide variety of excess products, it’s causing the consumers to choices many culinary places. It shows the tigth level of competition which is getting tougher with the development of a massive number of restaurant in Bogor. The one restaurants which involve in the competition is Oz Corner Café. Purpose of this study is to formulate and recommended the best strategy. The results of the calculation of the internal factor evaluation matrix and a matrix that is 2.543 by 2.541 external factors put the company on five quadrans that hold and maintain. Appropriate strategy for these positions is an intensive strategy of market penetration, market development and product development. SWOT analysis produced four alternative strategy is to do with a vigorous campaign, using modern kitchen appliances, to penetrate the market “student” to make the student’s package, repair of modify the products and add entertainment facilities as well as the efficiency of the total cost. Results of calculation of QSPM established that the most important strategies to be applied at the Oz Corner Café is doing a promotion with a vigorous, modern kitchen using equipment with a total value of attractiveness of 6.224.