PERANCANGAN STRATEGI BAURAN PEMASARAN (7P) BERDASARKAN ANALISIS SEGMENTING, TARGETING, DAN POSITIONING UNTUK MENINGKATKAN PENJUALAN PADA USAHA ROYAL PIZZA PEKANBARU
Daftar Isi:
- Royal Pizza is one of the businesses that come to enliven the market of fast food industry in Pekanbaru. As a new business, Royal Pizza necessary to design appropriate marketing strategies to be able to compete for the market share. This study aims to determine segmenting, targeting, and positioning of Royal Pizza, investigate and analyze the elements of the marketing mix to influence consumer purchasing decisions, and then devise an effective marketing mix strategy to increase sales of Royal Pizza and subsequently measure the effectiveness of the marketing mix design results. Segments were chosen as the target of Royal Pizza is a segment of students who are generally aged 20-25 years. From the analysis of the product moment correlation of Karl Pearson. Note that only four marketing mix variables that affect consumer purchasing decisions Royal Pizza is the variable Product, Price, Promotion and Process. Marketing mix strategies that are designed to be quite effective to increase sales of Royal Pizza. From the sales data for 30 days before and after the marketing mix strategy applied showed an increase in sales turnover of Rp1.522.000 an increase of 36 % from the previous while seen from the number of products sold increased by 195 pan or an increase of 62 % from the previous. Keywords : Segmenting, Targeting, Positioning, Marketing Mix (7P)