Marketing Strategy Formulation for Organic Restaurants in Sanur Tourism Area of Bali

DOI

10.2991/ictgtd-16.2017.58How to use a DOI?

Keywords

Marketing Strategy, Organic Restaurant, Sanur Tourism Area, SWOT Analysis

Abstract

The growth of tourism industry in Sanur Tourism Area has stimulated the growth of restaurant business on this area. Organic food is becoming most people concern for their health and begin as a lifestyle. There were around 7 organic restaurants on the Sanur Tourism Area. The objectives of this research were investigating the strength and threat factors of organic restaurant industry in this area, and developing proper marketing strategy formulation. This research was undertaken between August and November, 2015. The total populations were 7 organic restaurants, meanwhile total number of respondents were 112, who consist of 105 visitors and 7 restaurant managers. The analysis tools utilized in this research were IFE analysis, EFE analysis, Internal-External Matrix Analysis, Position Matrix Analysis, and SWOT Analysis Matrix. The findings of this research were as follows: first, internal marketing variables of restaurant industries consist of 18 strengths and 1 weakness indicators; second, external marketing variables consists of 7 opportunities and 1 threats indicator; third, the combination of Internal-External Matrix and Position Matrix Analysis show that the position was at Cell I (grow and build strategy) and meanwhile Position Matrix Analysis Pointed at Quadran I (Grow and Develop Strategy). Finally, based on the SWOT Analysis Matrix,the proper marketing strategy formulation showed that organic restaurants in Sanur Tourism Area were supposed to implement Grand/ Main Strategy (market penetration, product development, and market development strategy) and Alternatif Strategy (SO, WO, ST, and WT Strategy)

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - I Gusti Ayu Dewi Hendriyani
AU  - I Nyoman Rinala
AU  - Putu Mira Astuti Pranadewi
PY  - 2016/11
DA  - 2016/11
TI  - Marketing Strategy Formulation for Organic Restaurants in Sanur Tourism Area of Bali
BT  - Proceedings of the International Conference on Tourism, Gastronomy, and Tourist Destination (ICTGTD 2016)
PB  - Atlantis Press
SP  - 296
EP  - 304
SN  - 2352-5428
UR  - https://doi.org/10.2991/ictgtd-16.2017.58
DO  - 10.2991/ictgtd-16.2017.58
ID  - DewiHendriyani2016/11
ER  -