GROUP TASK
Analysis of marketing strategies in the restaurant Seigo
Dakgalbi
Lecturer : Dicky
Dwi Prakoso
Class :
4EA28
Name :
1.
Abdur
Rachman Sahid 10212035
2.
Anissa
Kartika R 10211929
3.
Atika Nur Aflah 18211125
4.
Edi Sugiartono S 12211312
5.
Fifit
Trry Wahyunny 12212932
6.
Frika Fatimah 13212050
7.
Juliana 13212987
8.
Inna
Aprilla 13212736
9.
M.
Nasrul Umam 14211908
10. Rizkal Purnama 16212541
11. Winda Heryana 17212734
FACULTY ECONOMIC
UNIVERSITY
OF GUNADARMA
2016
1.
BACKGROUND
Every good company
engaged in the product or service, must have a goal to obtain maximum gains or
profits for the company to continue to grow. These objectives can be carried
out by the company by maintaining and improving the products or services they
produce. By performing the application of the company's marketing strategy to
increase sales.
In order for
companies to remain competitive with other companies who issued a similar
product, the management company must be able to process his company well, so
existing customers do not switch to another company. Companies are also
required to fully address all the needs and desires of consumers or companies
should be able to create products that fit the needs of consumers. It also
calls for better marketing (Supariyani, 2004).
The
marketing strategy is very important for companies where the marketing strategy
is a way to achieve the goals of a company. To obtain optimal results, this
marketing strategy has the seller's viewpoint among which a strategic place
(place), product quality (product), a competitive price (price), extension and
promotion (promotion).
The
world's food is now growing very quickly not only a variety of foods from the
country now foreign products was much in demand by food lovers. Seigo Dakgalbi
is a company engaged in food derived from korea, one restaurant new innovations
are able to grow and compete in the middle of a product that has never existed.
Seigo
Dakgalbi Tebet Green is a typical Korean Restaurant offers a taste of the food
ginseng country without having to go all the way there, by adjusting the taste
of the tongue of Indonesia without changing the original taste of the food.
Seigo Dakgalbi provide other services such as a different atmosphere, a place
that is affordable and interests of consumers who make Seigo Dakgalbi Tebet
Green conscious of the needs and desires of consumers.
With
the above background, the basis for consideration of the author to find out how
the implementation of the marketing strategy Seigo Dakgalbi Tebet Green in increasing
sales by doing so the authors chose the title of scientific writing as follows:
"Analysis of Marketing Strategy In Spanish Seigo Dakgalbi".
2.
THEORY
2.1
Marketing Mix
Philip Kotler (2005:
17) defines that "Marketing Mix is a set of marketing tools that companies
use to constantly measure in its marketing objectives in the target market
marketing in target markets". While Jerome Mc-Carthy in Tjiptono Fandy
(2004: 8) formulating the marketing mix becomes 4P (Product, Price, Promotion
and Place).
a.
Product
Is a form of
organization offers services aimed at achieving this goal through the
satisfaction of customer needs and desires. Products here can be anything
(either physical tangible or not) that can be offered to potential customers to
meet the specific needs and desires. The products are all offered to the market
to look for, obtained and used or consumed in order to meet the needs and
desires in the form of physical, services, people, organizations and ideas.
b.
Price
Mix price with respect to strategic and tactical
policies such as price level, the structure of discounts, payment terms and the
level of price discrimination between different groups of customers. Price
describes the rupiah which must be issued a consumer to obtain one product and
should the price will be affordable for consumers.
c.
Distribution
Channels
A decision regarding
the distribution of the ease of access to services for customers. The place
where the products are available in a number of distribution channels and
outlets that allow consumers to easily obtain a product.
d.
Promotion
Promotion mix includes
various methods: Advertising, Sales Promotion, Face to Face Sales and Public
Relations. Reflects the different way in which the company in order to sell
products to consumers. Factors that influence the Promotion Mix:
·
Type of product
market
The utilization rate of
promotion tools varies between markets consumer and industrial markets. In the
consumer goods companies will be more focus on sales promotion, advertising,
sales and public relations individuals in accordance with the order. Meanwhile,
industrial companies will be focusing on individual sales, sales promotion,
advertising and public relations.
·
Strategy
opponents push pull strategy
Promotion mix is strongly influenced by whether the
company chooses the strategy push or pull strategy to create sales. At the push
strategy, individual sales and promotional sales of more attention being on a
pull strategy, advertising and promotion to consumers would be more involved.
·
Readiness phase
buyer
Promotional tools have different cost effectiveness
at different levels of readiness buyers. Advertising and publicity have a role
in the stage of building awareness. Understanding customers will be affected by
individual sales. While ordering and reordering will be influenced by
individual sales and sales promotion. So at the earliest stages of the decision
process of buyers, advertising and publicity will be more engaged and in the
final stages, individual sales and sales promotions more effective.
·
The stages in
the life cycle of products
a.
Stage
Introduction: At this stage, advertising and publicity have the highest level
of cost effectiveness, sales individuals to obtain coverage distribution and
sales promotions to encourage consumers to try the product.
b.
Growth Stage: At
this stage, all the promotional tools can be reduced role for the request can
move through the story of mouth.
c.
Phase
Capabilities: At this stage, sales promotion, advertising and sales of the more
important individual in accordance with the sequence.
d.
Decline Stage:
At this stage, the promotion of sales remained robust, reduced advertising and
publicity and sale of products only need to give a little attention to the
product.
3.
DISCUSSION
This research was conducted in Spanish Seigo
Dakgalbi which is located in Tebet Green Mall, UG Floor A1, Jl. Lt. Haryono,
Tebet, South Jakarta. This restaurant is located in one of the shopping centers
in Tebet Tower which is a typical Korean meal venture which was established
early in 2003.
Starting from korea fever that hit Indonesia
recently made a lot of Korean culture adapted. Now all things Korean searched
one of which is food. For it appears restaurants korea, namely Seigo Dakgalbi
established since the beginning of 2003 this one restaurant that serves a
variety of Korean dishes complete with the typical roadside hawker in korea.
Why Seigo Dakgalbi given name? "Seigo
Dakgalbi" of two (2) says that "Seigo" comes from the Javanese
word "Sego" which means rice and "Dakgalbi" is derived from
the Korean language. Merger "Dak" means chicken and "Galbi"
which means grilled or typical food korea very popular there a mixture of
chicken with some vegetables such as cabbage, carrots, potatoes, union, leaves
kenip mixed with herbs distinctive so as to create a sense of a very tasty
spicy, sweet and savory.
3.1
Analysis of
Internal Environment
Internal environmental analysis is used to
analyze the functions that affect marketing activities in Spanish Seigo
Dakgalbi. Those functions are all factors into strengths and weaknesses of the
company. Factors into force Strength and weakness Restaurants Seigo Dakgalbi
are as follows :
1.
Strength (
Strength)
The strength of which is owned by Spanish Seigo
Dakgalbi are :
·
Quality of
organization
Organizations
must have a mission and the company's basic objectives in all its activities.
·
Product quality
By
introducing new products offered by the Spanish Seigo Dakgalbi, it is expected
to meet the needs of consumers with a wide variety of new products being
offered, so that consumers can choose products according to your wishes.
·
Standard and
Affordable Price
The
price offered by the restaurant which is the standard by Seigo Dakgalbi located
in Tebet Green Mall makes the restaurant Seigo Dakgalbi able to compete with other
restaurants .
·
Personnel
In enhancing the ability of Human Resources ( SDM )
of his.
2.
Weakness
Factors
to be weakness Restaurant Dakgalbi Seigo is as follows :
·
Placement
Unproductive
Location
Restaurant Seigo Dakgalbi residing in Tebet Green Mall , UG Floor A1 . In Jalan
Haryono, Tebet, South Jakarta, which is an area whose existence is in the
center crowds.
·
Less Creative In
Spatial Planning
Seigo
Dakgalbi restaurant can be said to be less teralu observance of the layout.
3.2
Analysis of
External Environment
External environment
analysis is used to analyze the condition of the company from the outside, look
at what factors are going to be opportunities and threats for the company.
1. Opportunities ( Opportunities)
·
Pioneer
of Modern / Classy
Viewed
from the Korean entertainment industry is rapidly growing these days not only
of entertainment such as music , lifestyle , style of dress.
·
The
menu is varied
This
restaurant provides a variety of menu varied so that consumers can select the
desired menu.
2.
Threats
·
New Competitive
Threats
One threat to a
company is the emergence of new entrants , especially if these companies have
in common in the food offered.
·
Rising Raw
Material Prices
Raw materials
are an important factor in the company's revenue and profit restaurant , with
high quality raw materials we can provide a delicious taste .
·
Rivalry among
existing competitors
Business
competition culinary region of Jakarta is very tight , because the restaurant
Seigo Dakgalbi is a restaurant that offers a new menu of korea.
4.
CONCLUSION
Based
on the discussion in the previous chapter, the authors can provide the
conclusion that:
1.
Factors internal and external factors
that affect your business Seigo Dakgalbi Restaurant. Power of which is owned by
Spanish Seigo Dakgalbi include good quality organization with the primary
mission is customer satisfaction, good product quality by providing a wide
variety of food menu, the prices are quite affordable, and personnel were made
to improve human resources and employee loyalty. While the weakness of this
restaurant is the placement of the mall that are not productive, less creative
in the structuring of the room. Opportunities in this restaurant is said to be
very good for people who already love Korean food is increasing because the
menu offered variety. Moreover, the threat of the Spanish Seigo Dakgalbi ie new
entrants continued to increase, rising prices of raw materials due to the 80%
imported and existing competitors but can face the threats coming.
2.
Marketing Strategies undertaken by the
Spanish Seigo Dakgalbi is Marketing Mix Strategy (Marketing Mix) 4P (Product,
Price, Promotion, Distribution):
a.
Products, providing a menu of refined
cuisine with a special Korean flavor quality raw materials compared to other restaurants.
b.
Price, the offering price is quite
affordable for the middle class and above
c.
Distribution, the distribution used
Restaurants Seigo Dakgalbi namely direct and indirect. Direct distribution is
not using intermediaries in the market the food product, and indirect
distribution is through the Internet to be more easily and effectively to
customers
d.
Promotion, promotional strategy that has
been done Restaurants Seigo Dakgalbi by offering various promotions via
electronic media, the Internet and word of mouth customers and prospective
customers
