Analysis on marketing Strategic Pecel Lele Lela Restaurant branch Pinangranti, East Jakarta.

Abstract

Pecel Lele Restaurant is a restaurant that jaunty first presents the traditional Deep-fried Catfish food menu into a unique concept with modern restaurant management. This Research aims to (1) find out feasibility hade (2) understand the marketing mix of services and assessments of consumer againt services marketing mix so far applied by Restaurant Pecel Lele Lela branches Pinangranti (3) analysis the factors of internal and external environment that affect marketing strategies, and (4) establish the priority of alternative marketing strategies that can be applied by restaurans Pecel Lele Lela branches Pinangranti, East Jakarta.The method used in this research is descriptive method that focuses on invesment aspect and aspect of business development, as well as Net Present Value (NPV) gross value of Benefit per Cost (BC), Pay Back Period (PBN), Internal rate of Return (IRR), Strengths, Weaknesses, Opportunities & Threats (SWOT) and Quantitative Strategic Planning Matrix) analysis. Based on financial criteria feasibility on discount rate of 6 percent NPV obtained value of Rp. 2.535.752.046 ( positive ) or greater than zero. Net B / C is produced by 4,22, greater than zero . Score of IRR obtained is as much as 21,34 percent (IRR > 6 percent).While the results of an analysis of the return on investment( payback period ) which is based on the value of now with the discount rate of six percent are 1.81. It means that hade restaurant pecel lele jaunty branch Pinangranti , East Jakarta worthy to be implemented.The resulted total scores value of both Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) were respectively 2,543 and 2,310 indicating that is in stable position to respond to external situation and in average position to respond to its internal factors. The total value of both IFE and EFE was to identify the position of Restorant Pecel Lele Lela cabang Pinangranti Jakarta Timur. The matrix value of IE pointed to middle cell position (V), i.e. growth/stable. Based on the calculation of QSP matrix, the most interesting strategy to apply is creating a new variation of the menu with the highest value of attraction (9,2).