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Marketing Strategy of Sari Delicatessen Pastry Shop at Sari Pacific Jakarta

  • Author: Maryetti
  • Keywords: Marketing
  • Issue Date: 2022
  • Publisher: Politeknik Sahid Jakarta
  • Colection: JURNAL

Abstract

ABSTRACTPurpose:This research aimsto discover a marketing strategy that could improve pastry products at Sari Delicatessen Sari Pacific Jakarta.Research methods:The data collection method used was purposive sampling. This research isdescriptive qualitative usingSWOT analysis to evaluate and identifyopportunities, maximize strength, decrease weakness and avoid threats.Results and discussion: The S-O, S-T, W-O, and W-T strategies implemented to improve pastry products at Sari Delicatessen Sari Pacific Jakartaarecreating more variated products, expanding market segments, creating new products for home delivery, and also developing facilities to accommodate the customer’s needs. The score for internal factors of Sari Delicatessen Sari Pacific Jakartais 3.65,and the external factor score is 3.55. Thus, it can be concluded that the business position matrix in the IFAS and EFAS is in quadrant 1 or has a solidcompetitive position and fast market growth.Implication:The pastry products at Sari Delicatessenat Hotel Sari Pacific Jakarta need to maintain factors that fall into the category of opportunities so that marketing strategies through the optimal promotion are expected to increase sellers of pastry products at Sari Delicatessen.Keywords: hotel, pastry shop, marketing strategy, SWOT analysis

ABSTRACTPurpose:This research aimsto discover a marketing strategy that could improve pastry products at Sari Delicatessen Sari Pacific Jakarta.Research methods:The data collection method used was purposive sampling. This research isdescriptive qualitative usingSWOT analysis to evaluate and identifyopportunities, maximize strength, decrease weakness and avoid threats.Results and discussion: The S-O, S-T, W-O, and W-T strategies implemented to improve pastry products at Sari Delicatessen Sari Pacific Jakartaarecreating more variated products, expanding market segments, creating new products for home delivery, and also developing facilities to accommodate the customer’s needs. The score for internal factors of Sari Delicatessen Sari Pacific Jakartais 3.65,and the external factor score is 3.55. Thus, it can be concluded that the business position matrix in the IFAS and EFAS is in quadrant 1 or has a solidcompetitive position and fast market growth.Implication:The pastry products at Sari Delicatessenat Hotel Sari Pacific Jakarta need to maintain factors that fall into the category of opportunities so that marketing strategies through the optimal promotion are expected to increase sellers of pastry products at Sari Delicatessen.Keywords: hotel, pastry shop, marketing strategy, SWOT analysis

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