Strategi Pemasaran Bisnis Kuliner di Era New Normal

Abstract

Penelitian ini bertujuan untuk mengetahui kondisi lingkungan internal dan eksternal pada The Old Champ Café di era new normal dan merumuskan strategi pemasaran alternatif yang perlu dilakukan The Old Champ Café dalam persaingannya. Metode yang digunakan yaitu wawancara, observasi, kuesioner dan dokumentasi. Hasil penelitian menunjukkan empat kekuatan (harga, orang, proses dan penentuan posisi), ada enam kelemahan (produk, tempat, promosi, bukti fisik, segmentasi dan penargetan), ada dua peluang (demografis dan volume), dan yang terakhir ada dua ancaman0 (geografis dan psikografis). Strategi alternatif yang perlu dilakukan The Old Champ Café antara lai: Strategi SO, ST, WO dan WT.   This study aims to determine the internal and external environmental conditions at The Old Champ Café in the new normal era and formulate alternative marketing strategies that The Old Champ Café needs to do in its competition. The methods used are interviews, observation, questionnaires and documentation. The results showed four strengths (price, people, process and positioning), there were six weaknesses (product, place, promotion, physical evidence, segmentation and targeting), there were two opportunities (demographic and volume), and lastly there were two threats (geographic and psychographic). Alternative strategies that need to be carried out by The Old Champ Café include: Strategies SO (Strengh Opportunity), ST (Strengh Threat), WO (Weakness Opportunity) and WT (Weakness Threat).