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| Paper Title: | THE ANALYSIS OF MARKETING STRATEGIES AT THE 1967 LEGENDA KETAN POST, BATU CITY, INDONESIA |
| Authors Name: | Clara Rasida , Ika Barokah Suryaningsih , Sumani |
| Unique Id: | IJSDR2409033 |
| Published In: | Volume 9 Issue 9, September-2024 |
| Abstract: | Batu City is cold air temperature (of 15 - 26℃), very famous for its tourism, and it is also culinary diversity. This is an attraction for tourists visiting Batu City. Therefore, in this area, people and tourists prefer to consume warm food and drinks. Culinary dishes that are well known to many consumers and have become a specialty in Batu City are milk and sticky rice drinks. Pos Ketan Legenda 1967 is one of the food stalls in Batu City that has been selling processed sticky rice and cow's milk drinks since 1967 until now and is well known to many consumers. This research aims to determine the strengths, weaknesses, opportunities and threats possessed by Post Ketan Legenda (PKL) 1967 which was carried out using a SWOT (Strengths, Weaknesses, Opportunities and Treats) analysis, the condition of PKL 1967 when viewed from the SWOT diagram, as well as appropriate strategies for PKL 1967 in develop his business. The data in this research was analyzed using SWOT analysis and compiling a SWOT diagram from the results of the questionnaire that had been collected. The results show that PKL 1967 is in Quadrant I. In this condition, PKL 1967 will implement an aggressive strategy that supports business growth and development, namely by increasing its strengths and taking advantage of the opportunities it has. Several strategies that PKL 1967 can implement are innovating other menus made from processed sticky rice or cow's milk, providing good and friendly service to customers, maintaining the cleanliness of PKL 1967 outlets and the hygiene of cutlery, maintaining or improving public facilities provided to consumers such as dining tables and chairs, toilets, prayer rooms, and vehicle parking, utilizing technology in processing food and drinks to save time, and expanding his business by opening PKL 1967 branches in other cities with a franchise system. |
| Keywords: | SWOT analysis, Legenda Ketan Post, strategy |
| Cite Article: | "THE ANALYSIS OF MARKETING STRATEGIES AT THE 1967 LEGENDA KETAN POST, BATU CITY, INDONESIA", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.9, Issue 9, page no.304 - 310, September-2024, Available :http://www.ijsdr.org/papers/IJSDR2409033.pdf |
| Downloads: | 00018 |
| Publication Details: | Published Paper ID: IJSDR2409033 Registration ID:212502 Published In: Volume 9 Issue 9, September-2024 DOI (Digital Object Identifier): Page No: 304 - 310 Publisher: IJSDR | www.ijsdr.org ISSN Number: 2455-2631 |
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