MARKETING STRATEGY ANALYSIS TO INCREASE THE GROWTH OF OLAMITA RESTO

Abstract

Olamita resto is a unique restaurant that offers Gorontalo food to their customer. Olamita was founded by Mr. Ihsan Averoes Wumu, a young entrepreneur that was born in Gorontalo. Mr. Ihsan start his dream by opening Olamita resto in May 2015. Olamita resto is located at Jl. KH. Abdullah Syafi'ie No.51, Bukit Duri, Tebet, Central Jakarta.

Author start this research to analyse the growth of Olamita resto and give possible solution to the owner. The research method that is used by author is using both qualitative and quantitative method to get the best possible solution for Olamita resto. For the quantitative method, author go to the Olamita resto and analysing the current condition and interviewing the owner. For the qualitative method, author spread some questionnaire to Olamita resto customer in order to get their perspective.

This research have its conceptual framework to analyse Olamita resto from both internal and external aspects. Author use PEST analysis, Porter’s 5 forces analysis, and competitor analysis to analyse the external factor. While for the internal factor, author use Marketing mix analysis, VRIO analysis, and Business model canvas.

The research result study of Olamita resto will be proposed to their owner as the strategy to increase the growth of Olamita resto.

Keywords: Marketing, Strategy, SWOT, Restaurant, Marketing Mix