STRATEGI PEMASARAN MIE KHAS ACEH PADA RESTORAN MIE ACEH RAZALI

Abstract

Abstract The success of a business can be determined by their ability to compete in seizing consumers with the implementation of effective marketing strategies. The strength and weaknesses of a company, combine with opportunities and threats that exist, can be a strong benchmark to make a good marketing strategy. Culinary business is one of the business that can use a good marketing strategy to survive, considering the number of competitors is usually pretty high. This research highlighted on how a local culinary business can use a marketing strategy obtained by conducting a SWOT analysis. The object on this research is at Restoran Mie Aceh Razali. The method used in this research is descriptive qualitative, by observing the object of the research to find their strengths, weaknesses, opportunities, and threats, while the quantitative analysis is used to find out the position of the company’s internal factor compare to the external factor, to find a marketing strategy to implement for the business using. The result of this research is the company is in a favorable situation with excellent strength and opportunities. The marketing strategy best to applied to support this condition is the growthoriented strategy. Keywords Marketing strategy, Marketing mix, Cullinary business, SWOT analysis.