Restaurant Marketing Strategy Formulation: Case study of small size restaurants in Ubud, Bali

Arcana, Nyoman and hendriyani, Dewi Restaurant Marketing Strategy Formulation: Case study of small size restaurants in Ubud, Bali. The 3 rd IBEA International Conference on Business, Economics and Accounting 15-17 April 2015, Ho Chi Minh City, Vietnam.

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Abstract

he growth of tourism industry in Ubud Tourist Resort has stimulated the growth of restaurant business on this area. The objectives of this research were investigating the strength and threat factors of restaurant industry in the resort, and developing proper marketing strategy formulation. This research was undertaken between August and November, 2014. The total sample were 25 restaurants, meanwhile total number of respondents were 150, who consist of 125 visitors and 25 restaurant managers. Based on SWOT Analysis, the findings of this research were as follows: first, internal marketing variables of restaurant industries consist of 15 strength and 3 weakness indicators; second, external marketing variables consists of 19 opportunities and 2 threats indicator; third, the combination of Internal-External Matrix and Position Matrix Analysis show that the position was at Cell V, and Quadran IV. Finally, implication to marketing strategy showed that restaurants in Ubud were supposed to implement 8 grand strategies and 14 alternative strategies. This research finding suggested restaurant managers to adopt prime-selectively invest for earnings or grow and build strategy

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