STRATEGI PEMASARAN MIE KHAS ACEH PADA RESTORAN MIE ACEH RAZALI

Fani Sartika, Nadiya Nadiya, Rita Wahyu Ruyanti

Abstract

 Abstract

The success of a business can be determined by their ability to compete in seizing consumers

with the implementation of effective marketing strategies. The strength and weaknesses of a

company, combine with opportunities and threats that exist, can be a strong benchmark to

make a good marketing strategy. Culinary business is one of the business that can use a good

marketing strategy to survive, considering the number of competitors is usually pretty high.

This research highlighted on how a local culinary business can use a marketing strategy

obtained by conducting a SWOT analysis. The object on this research is at Restoran Mie Aceh

Razali. The method used in this research is descriptive qualitative, by observing the object of

the research to find their strengths, weaknesses, opportunities, and threats, while the

quantitative analysis is used to find out the position of the company’s internal factor compare

to the external factor, to find a marketing strategy to implement for the business using. The

result of this research is the company is in a favorable situation with excellent strength and

opportunities. The marketing strategy best to applied to support this condition is the growthoriented

strategy.

 Keywords Marketing strategy, Marketing mix, Cullinary business, SWOT analysis.

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DOI: https://doi.org/10.24815/jmi.v10i1.14378

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