Designing market strategy for Indonesian dining house in Industrial 4.0 era

1st International Conference on Industrial and Manufacturing Engineering

工业技术（总论）;机械制造

Aloina, Grace^1 ; Mardhatillah, Anggianika^1 ; Sembiring, Anita Christine^1 ; Tarigan, Uni Pratama Pebrina Br^1 ; Budiman, Irwan^1 ; Silalahi, Irmalasari^1

Department of Industrial Engineering, Faculty of Technology and Computer Sciences, Universitas Prima Indonesia, Jl Sekip, Medan, Indonesia^1

关键词: Buying decisions;    Continuous improvements;    Food industries;    Market strategies;    Marketing mix;    Physical evidence;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/505/1/012102/pdf
DOI  :  10.1088/1757-899X/505/1/012102

学科分类：工业工程学

来源: IOP

【 摘 要 】

Dining house is one of food industry that has great potential income. They serving food and beverage and getting paid by consumers. Looks simple but in reality it is more complex because there will be a lot of competitor with a same type. RM. Berkah is at this condition. The competitors being growth more and in other side RM. Berkah had decreased income (2017). Facing this problem they have to determine the taste of consumers and design the strategy to make continuous improvement. One of method that could capture this is marketing mix. It is a set of combination buying decision factors like physical evidence, price, promotion, product, people, place, and process (7Ps). The 7Ps will be observed in the survey of consumers. Then to obtain the real significant factors from 7Ps, the data will be analyzed by F and t testing. Finally, the result will be used as guidelines to design the final marketing mix strategy.