ANALYSIS STRATEGIC FRAMEWORK AND IMPLEMENTATION DIGITAL MARKETING FOR RESTAURANT BUSINESS IN CIKARANG: CASE STUDY OF HAPPY CHINESE FOOD

Abstract

Background/Purpose – This Study problems is Happy Chinese Food profits obtained through offline stores are relatively small and sometimes cannot cover the operational costs that must be incurred. The purpose is to help Happy Chinese Food to maximize its sales using GoFood and GrabFood with digital advertisement in the application. Design/Methodology/Approach – This study examine Happy Chinese Food internal dan external factores, using two strategic analysis SWOT Analysis and Porter Five Forces. After that, this research create the IFAS/EFAS table and TOWS Matrix to search the best business strategy for the business. Findings – Happy Chinese Food has weaknesses and opportunities that can be exploited so that it is suitable to use their weakness and opportunities strategy. The business could develop marketing or promotion campaign by giving discount, freebies, increase brand awareness, and so on to attract customer to purchase in the business or to attract their new menu. Conclusion – After gained insights into the essence of Happy Chinese Food, identified its existing challenges, and explored potential remedies. The business have three actionable implementation plan such as use category advertisement to promote the business, give discount through application, and develop new menu.