Articles

Proposed Marketing Mix Strategy for Indonesian Restaurant in The Netherlands (Case Study: Pasundan)

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Indonesian and Asian culture has had a profound influence on Dutch culture and society due to colonialization. Food is one area where this cultural mix has had a significant impact. Many parts of Indonesian cuisine were adopted and became popular dishes in the Netherlands until now. However, vast number of Indonesian food enthusiasts cannot considerably enhance sales of Pasundan, an Indonesian restaurant in Nijmegen, the Netherlands. Based on analysis of the root cause it was found that some elements from 7P marketing mix, namely Price, Place, Promotion, and Process were the problematic ones. This study aims to generate findings to propose new marketing mix for Pasundan. In order to propose new marketing mix external and internal analysis is performed to gain a comprehensive and in-depth understanding of company difficulties. External analysis focuses on PESTEL, competitor analysis, and online consumer analysis. Marketing Mix (7P) and Segmenting, Targeting, and Positioning (STP) are included in the internal study. The proposed strategies are put together into a new marketing mix plan that is expected to provide a solution to the existing business problem and can be implemented by Pasundan.

Quality Improvement to Enhance Customer Satisfaction Using Lean Six Sigma (Case Study: XYZ Restaurant)

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Bandung was designated as a national culinary destination city in 2017 by the Ministry of Tourism due to its culinary diversity. The development of food and beverage businesses in Bandung, which increased from 524 in 2020 to 729 in 2021[4], shows that competition in the culinary business is quite intense. XYZ is one of the restaurants that can survive during the Covid-19 pandemic. However, XYZ often experiences complaints from customers regarding the quality of its products and services. Usually, this restaurant can receive 200-300 customers on weekdays and 400-600 customers on weekends. But until now, XYZ only receives 50% of its customers. This research will discuss the improvement of product and service quality using the DMAIC Lean Six Sigma methodology. The research uses primary data by distributing questionnaires to XYZ customers who visited in 2021 to 2023. From the results of the questionnaire, 4 out of 19 sub-variables customers feel that the performance is not good but has a high importance, namely in T1 (Taste), TX1 (Texture), E1 (Empathy), and R1 (Reliability). These four indicators need to be improved so that customers feel satisfied with the services and products provided by XYZ. Based on the main problems from the data obtained, quality improvement efforts that can be made such as employee training and quality control at suppliers. These efforts aim to improve and maintain the quality of XYZ for the long term so that an increase in the number of customers can be achieved, such as 200-300 visitors on weekdays and 400-600 on weekends.

Proposed Marketing Strategy to Increase Customer Loyalty with Customer Satisfaction at Restaurant

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The restaurant industry is a highly competitive space, with a large number of businesses vying for customers and trying to stand out in a crowded market. There are several factors that contribute to the competitiveness of the industry, including the abundance of options available to consumers, the increasing popularity of food delivery and takeout services, and the use of technology to enhance the customer experience. In order to succeed in this industry, restaurants must offer high-quality food and service, and also differentiate themselves from their competitors through unique offerings, strong branding, and effective marketing strategies. Additionally, restaurants must be mindful of trends and changes in consumer preferences and adapt their business models accordingly in order to stay competitive. To address these issues, the company must devise a strategy that addresses the underlying causes. This could entail conducting a market analysis and determining the needs of the target customer base. The restaurant’s strengths, weaknesses, opportunities, and threats were identified using a SWOT analysis. Based on this analysis, it was determined that changing the company’s TOWS strategy would be the best course of action. This could be accomplished by implementing a revised service marketing mix. The purpose of this study was to better understand the relationship between the 7P marketing mix, customer satisfaction, and customer loyalty in order to retain customers. According to the findings, there are four variables that can influence customer satisfaction (Product, People, Process, and Physical Evidence). Customer satisfaction has a significant impact on customer loyalty and should be incorporated into restaurant marketing mix strategy.