ANALYSIS OF MARKETING STRATEGY IN

RESTAURANT SEIGO DAKGALBI

SCIENTIFIC WRITING SEMINAR
Asked to complete the requirements for achieving
equivalent to a Bachelor 's degree Department of Management Study Strata One
Faculty of Economics, University Gunadarma
Name

: Fifit Trry Wahyunny

NPM

: 12212932

Major

: Management

Supervisor

: Ashur Harmadi, SE., MM

FACULTY OF ECONOMICS
UNIVERSITY OF GUNADARMA
2015

TABLE OF CONTENTS
PAGE
TITLE SHEET........................................................................................................i
ORIGINALITY SHEET........................................................................................ii
VALIDITY SHEET..............................................................................................iii
ABSTRACTION..................................................................................................iv
FOREWORD.........................................................................................................v
TABLE OF CONTENTS.....................................................................................vii
LIST OF TABLES................................................................................................ix
LIST OF FIGURES...............................................................................................x
BAB I

PRELIMINARY....................................................................................1
1.1. Background....................................................................................1
1.1. Formulation of the problem............................................................2
1.2. Scope of problem...........................................................................2
1.3. Writing purpose..............................................................................3
1.4. Benefits of research........................................................................3
1.5.1. Academic benefits................................................................3
1.5.2. Practical benefits..................................................................3
1.6 Research methods..........................................................................4
1.6.1 Object of research................................................................4
1.6.2 Data / Variable......................................................................4
1.6.3 collection methods...............................................................4
1.6.4 Analysis Tools Used.............................................................5

BAB II

THEORETICAL BASIS........................................................................6
2.1. Understanding Marketing Management........................................6
2.2. Key Elements of Marketing...........................................................7
2.2.1 Elements Strategy Competition...........................................7
2.2.2 Elements Marketing Tactics.................................................8
2.2.3 Elements Value Marketing...................................................8

2.3. Marketing concepts........................................................................8

2.4. Marketing strategy.........................................................................9
2.5. Marketing mix..............................................................................10
2.6. concept Strategy...........................................................................13
2.7. Types of Strategy.........................................................................14
2.8. SWOT analysis............................................................................15
2.9. Similar research study..................................................................19
BAB III RESEARCH METHODS....................................................................22
3.1. Object of research............................................................................22
3.2. Data Used.........................................................................................22
3.3. Method of collecting data................................................................22
3.4. Analysis Tools Used.........................................................................23
BAB IV DISCUSSION.......................................................................................25
4.1. Data and Research Object Profile....................................................25
4.2. Marketing Mix in Spanish Seigo Dakgalbi......................................26
4.2.1 Product...............................................................................26
4.2.2 Price...................................................................................26
4.2.3 Distribution channel...........................................................30
4.2.4 Promotion...........................................................................30
4.3. Marketing Strategy in Spanish Seigo Dakgalbi...............................31
4.4. SWOT Matrix Analysis....................................................................32
4.4.1. Internal Environmental Analysis......................................32
4.4.2. External Environment Analysis.......................................34
4.4.3. Weighting, Rating and Weighted Value Calculation........36
BAB V COVER................................................................................................43
5.1. Conclusion...................................................................................43
5.2. Suggestion....................................................................................44
REFERENCE.......................................................................................................45

ABSTRACT
Fifit Trry Wahyunny 12212932
ANALYSIS OF MARKETING STRATEGY IN RESTAURANT Seigo
DAKGALBI
PI Department of Management, Faculty of Economics, University Gunadarma,
2015
Keywords : Marketing Strategy , SWOT Analysis
(x + 45)
The marketing strategy as part of efforts to boost sales and increase profits
or profits. The company's success can be evaluated from the marketing strategy
undertaken by Seigo Dakgalbi Restaurant , which always provides excellent
service and has a distinctive taste Korean food , and provide good service quality .
Based on the results of the Weighted Value Calculation and Diagram SWOT
Analysis SWOT Spanish Seigo Dakgalbi that strength values of 3.35 points more
than the 0.9 points of weakness which has a value of 2:45 points. As for the
analysis of opportunities and threats , the weighted value of the factors of 3.65
greater chance of 1:08 points out the value of the threat that has a value of 1.85
points. Which means Seigo Dakgalbi restaurant is located on the cell quadrant 1.
This indicates that the Spanish Seigo Dakgalbi has been taking advantage of
opportunities and avoid threats.
Reference (2004 - 2011)