PROPOSED MARKETING STRATEGY TO INCREASE SALES OF SELARAS OUTDOOR FINAL PROJECT In partial fulfilment of the requirements for the master’s degree from Institut Teknologi Bandung By Rhadinda Rhesaudrina Diva Student ID: 29122036 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG APRIL 2024 i ABSTRACT PROPOSED MARKETING STRATEGY TO INCREASE SALES OF SELARAS OUTDOOR By Rhadinda Rhesaudrina Diva Student ID: 29122036 (Master of Business Administration Program) Selaras Outdoor is a family-based restaurant established in Ciamis in 2021. The F&B business sells affordable prices with a variety of Sundanese and western food products. The location of Selaras Outdoor focuses on nature as if enjoying a meal in a small private forest with the sound of nature from a flowing river. Knowing the increasing number of new restaurants/cafes with outdoor themes, Selaras Outdoor faces business problems that occur including sales revenue that continues to fall. The number of visitors who come is decreasing due to the habit of Ciamis and Tasikmalaya residents who will visit when a new restaurant or cafe location opens. Therefore, a strategy is needed to be able to increase revenue which starts from customer satisfaction. The findings from this research will be used to get the best marketing strategy to create a way to increase revenue. Therefore, a research study will be conducted to address the problems experienced by Selaras Outdoor. The business exploration of Selaras Outdoor will be developed based on external (PESTEL, Porter's Five Forces, customers, and competitors) and internal (VRIO, STP, and Service Marketing Mix) analysis. This research uses two types of data, namely primary and secondary data. Primary data will be collected through interviews and observations while secondary data is carried out to strengthen the theoretical basis of each variable studied as well as external and internal analysis in this study. By using triangulation of data collection on what has been obtained from customers who have visited Selaras Outdoor as well as the latest news sources regarding outdoor restaurants, the results show that customer satisfaction has a positive effect on Selaras Outdoor. Based on the external and internal analysis, the researcher conducted a SWOT analysis and identified the root of the problem. From there it developed into several strategies that were combined together to produce two strategies. The researcher recommended one best strategy with weaknesses that can be overcome to overcome the root causes. Keywords: F&B Industry, Marketing Strategy, Service Marketing Mix, Customer Satisfaction, Sales Increase. ii ABSTRAK USULAN STRATEGI PEMASARAN UNTUK MENINGKATKAN PENDAPATAN PADA SELARAS OUTDOOR By Rhadinda Rhesaudrina Diva Student ID: 29122036 (Master of Business Administration Program) Selaras Outdoor adalah restoran berbasis keluarga yang didirikan di Ciamis pada tahun 2021. Bisnis F&B yang dijual di sana menjual harga yang terjangkau dengan berbagai produk makanan baik Sunda maupun western. Lokasi Selaras Outdoor terfokus pada alam seolah menikmati makan di dalam hutan privat kecil dengan suara alam dari sungai mengalir. Mengetahui semakin marak restoran/kafe baru dengan tema outdoor, Selaras Outdoor menghadapi permasalahan bisnis yang terjadi diantaranya ialah pendapatan penjualan yang terus turun. Jumlah pengunjung yang datang semakin lama berkurang dikarenakan kebiasaan warga Ciamis dan Tasikmalaya yang akan berkunjung ketika lokasi restoran maupun kafe baru dibuka. Oleh karena itu, diperlukan strategi untuk dapat meningkatkan pendapatan yang berawal dari kepuasan pelanggan. Temuan dari penelitian ini akan digunakan untuk mendapatkan strategi pemasaran terbaik untuk membuat jalan agar pendapatan meningkat. Oleh karena itu, studi penelitian akan dilakukan untuk mengatasi masalah yang dialami Selaras Outdoor. Eksplorasi bisnis Selaras Outdoor akan dikembangkan berdasarkan analisis eksternal (PESTEL, Porter’s Five Forces, kostumer, dan kompetitor) dan internal (VRIO, STP, dan Service Marketing Mix). Penelitian ini menggunakan dua jenis data yaitu data primer dan sekunder. Data primer akan dikumpulkan melalui wawancara dan observasi sedangkan data sekunder dilakukan untuk memperkuat landasan teori dari setiap variable yang diteliti serta analisis eksternal dan internal pada penelitian ini. Dengan menggunakan triangulasi koleksi data terhadap apa yang telah didapatkan dari pelanggan yang telah mengunjungi Selaras Outdoor serta sumber berita terbaru mengenai restoran outdoor, diperoleh hasil bahwa kepuasan pelanggan berpengaruh positif terhadap Selaras Outdoor. Berdasarkan analisis eksternal dan internal, peneliti melakukann analisis SWOT dan mengidentifikasi akar permasalahan. Dari sana berkembang menjadi beberapa strategi yang digabungkan secara bersama menghasilkan dua strategi. Peneliti merekomendasikan satu strategi terbaik dengan kelemahan yang bisa diatasi untuk mengatasi akar permasalahan. iii Keywords: Industri F&B, Strategi Pemasaran, Kepuasan Pelanggan, Peningkatan Penjualan. iv VALIDATION PAGE PROPOSED MARKETING STRATEGY TO INCREASE SALES OF SELARAS OUTDOOR VALIDATION PAGE By Rhadinda Rhesaudrina Diva Student ID: 29122036 Master of Business Administration Program Institut Teknologi Bandung Approved Date: April 1 st , 2024 Supervisor (Ilma Aulia Zaim, S.Ds., M.S.M., Ph.D.) NIP: 122110011 v DECLARATION OF NON-PLAGIARSM I understand that Plagiarism is wrong, a breach of academic integrity, and against Program, School, and University’s Policy and Regulation. I declare that all material in this Final Project is original, my own work, and does not involve plagiarism. I have not allowed, and will not allow, another to copy my work with the intention of submitting it as her or his own work. Name Rhadinda Rhesaudrina Diva Student ID 29122036 Signed Date April 1 st , 2024 Plagiarism is: Taking, using, and submitting a work of another, including an idea, writing, or invention, as if it was her or his own. Plagiarism includes (but not limited to): 1. quoting verbatim the work of another without acknowledgement of the source; 2. paraphrasing the work of another without acknowledgement of the source; 3. using the idea of another without acknowledgement of the source; 4. submitting the work of another without identifying clearly who did the work; 5. colluding by submitting the work of another as her or his own with consent from the other. vi FINAL PROJECT GUIDANCE Unpublished masters’ final project is registered and available in the Library of Bandung Institut of Technology, and is open for public, provided that the author owns the copyright in accordance with the intellectual property rights that are applicable in the Library of Institut Teknologi Bandung. Bibliographical references are allowed to be use in a limited manner, however the citation and summarization can only be proceed upon the author’s permission and must include the scientific norm of stating this final project as the source. This final project has to be cited as: Diva, R.D. (2024): Proposed Marketing Strategy to Increase Sales of Selaras Outdoor, Masters’ Final Project, Institut Teknologi Bandung. Reproduction or publication of parts or whole of the final project must be under the consent of the Head of Graduate School, Bandung Institute of Technology. vii Forever grateful for my heroes, my parents with their unconditional love and support. Both of you are my guiding stars for my strength and resilience. No words can express the immense love I have for my sister and brother.