Analisis Strategi Pemasaran Dalam Meningkatkan Daya Saing Pada Restoran Makanan Cepat Saji Rocket Chicken Tlogosari Raya

Abstract

This research was conducted at Rocket Chicken Tlogosari Semarang. This study aims to determine (1) What kind of marketing strategy Rocket Chicken Tlogosari is doing in the midst of increasing business competition (2) The marketing mix carried out by Rocket Chicken Tlogosari in increasing competitiveness (3) Why Rocket Chicken is still able to maintain its business until now. The strategy carried out by Rocket Chicken Tlogosari is to use marketing strategies (4P) namely Product, Price, Place and Promotion. This research uses a case study method, with data collection through indepth interview techniques, direct observation and documentation. To test the credibility of the data using triangulation of data sources and triangulation of data collection techniques. The research data sources in in-depth interviews are participants who have a position or authority in the object of research, namely as many as 5 (five) participants. The results of this research show that in the application of marketing strategies (4P) from the product aspect, Rocket Chicken Tlogosari always applies the predetermined SOP so that it has quality products, the price that Rocket Chicken Tlogosari has is very affordable for consumers, the place or location that Rocket Chicken Tlogosari has is very strategic and the promotion carried out by Rocket Chicken Tlogosari through social media. In this study, several problems were found that Rocket Chicken Tlogosari experienced, such as the lack of menu innovation offered and less than optimal promotion on social media. The solution to the problems experienced by Rocket Chicken Tlogosari is that it is necessary to innovate the menu so that it can attract consumer interest and in terms of promotion Rocket Chicken Tlogosari needs to have an Instagram social media account with higher traffic than other social media, this aims to intensify promotions so that consumers know more about the latest products and promos from Rocket Chicken Tlogosari