THE ANALYSIS OF MARKETING STRATEGIES AT THE 1967 LEGENDA KETAN POST, BATU CITY, INDONESIA

Clara Rasida , Ika Barokah Suryaningsih , Sumani

SWOT analysis, Legenda Ketan Post, strategy

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.

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"THE ANALYSIS OF MARKETING STRATEGIES AT THE 1967 LEGENDA KETAN POST, BATU CITY, INDONESIA", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.9, Issue 9, page no.304 - 310, September-2024, Available :https://ijsdr.org/papers/IJSDR2409033.pdf

Volume 9 Issue 9, September-2024

Pages : 304 - 310

Paper Reg. ID: IJSDR_212502

Published Paper Id: IJSDR2409033

Downloads: 000347334

Research Area: Management

Country: Jember, Indonesia, Indonesia

Published Paper PDF: https://ijsdr.org/papers/IJSDR2409033

Published Paper URL: https://ijsdr.org/viewpaperforall?paper=IJSDR2409033

ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJSDR(IJ Publication) Janvi Wave

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