Analisis Strategi Bauran Pemasaran untuk Meningkatkan Penjualan pada Startup Kuliner Mangkokku
Abstract
Salah satu produk yang memberikan pengalaman pembelian dan kepuasan kuliner yang menarik minat cukup signifikan saat ini adalah produk Mangkokku dari PT.Pemuda Cari Cuan. PT. Pemuda Cari Cuan (Mangkokku) adalah salah satu perusahaan rintisan dalam bidang kuliner yang didirikan oleh seorang chef ternama Indonesia Arnold Poernomo, pengusaha kuliner Randy Kartadinata, dan kakak beradik Gibran Rakabuming Raka dan Kaesang Pangarep. Penelitian yang digunakan adalah penelitian deskriptif kualitatif. Metode analisis strategi pemasaran tujuh elemen (seven elements marketing mix) untuk menentukan strategi yang digunakan. Analisis yang digunakan dalam penelitian ini menggunakan teknik analisis domain dan analisis taksonomi. Analisis sikap konsumen terhadap layanan kuliner Mangkokku dengan mengidentifikasi faktor internal (meliputi: produk, harga, distribusi dan promosi) dan faktor eksternal (meliputi: kebijakan pemerintah, selera konsumen, peluang pasar, pesaing, ekonomi penduduk dan teknologi). Implementasi dari strategi pemasaran jasa yang dilakukan oleh Mangkokku adalah menerapkan tujuh elemen bauran pemasaran, yaitu produk, harga, tempat, promosi, sumber daya manusia, proses, dan bukti fisik. Mangkokku memiliki beberapa produk unggulan seperti ragam menu, kualitas bahan baku berkualitas tinggi, citra tradisional, inovasi menu, kebersihan dan keamanan. Lokasi Mangkokku memiliki 40 gerai yang tersebar di Jakarta, Depok, Tangerang, Bekasi, Surabaya, Bandung dan Malang dan menjual lebih dari 200.000 mangkok setiap bulannya dan memilih untuk mendekat ke area residensial dibandingkan pusat perbelanjaan. Proses pelayanan dan kinerja Mangkokku didukung oleh fasilitas yang memadai seperti gedung, peralatan dan perlengkapan, bahan baku, dekorasi, tempat parkir, komputer, logo, dan transportasi.
Kata kunci : Strategi Bauran Pemasaran, Tren Konsumen, Persaingan, Diferensiasi, Reputasi Merk.
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