ANALYSIS OF BU HARTIN RESTAURANT COMPETITIVE STRATEGY IN THE DEVELOPMENT OF CULINARY IN WATES KULON PROGO

Abstract

The purpose of this research is to find out the strengths and weaknesses, know the opportunities and threats, know the marketing mix and to know the competitive strategy of Bu Hartin restaurant. This research is qualitative research with the key of an informant is the owner of Bu Hartin restaurant with SWOT Analysis Technique. Based on SWOT Analysis, it can be concluded that the strength factor of Bu Hartin restaurant has a score of 2.36 and the weaknesses factor has a score of 0.08. The opportunity factor has a score of 2.99 and the threats factor has a score of 0.07. The marketing mix of Bu Hartin restaurant includes seven elements, such as product, price, place, promotion, participants, physical evidence, and process. The result of the product of Bu Hartin restaurant is a special menu for free-range chicken, grilled ribs, and ribs soup. The food prices at Bu Hartin restaurant are affordable for students and even for office employees. Location Bu Hartin restaurant is very strategic, close to the city center. Promotion for Bu Hartin restaurant is conducted through social media. Bu Hartin restaurant has employees who are experienced in their fields so that the services to the customers are very well. Physical facilities owned by Bu Hartin restaurant that is a gazebo that can be used as a resting place for the customers. The cooking process at Bu Hartin restaurant applies special and delicious spices so that it is suitable for all customers’ levels. The cooking process is quite fast, approximately 10 minutes so that the customers do not wait for a long period. Based on the SWOT diagram, Bu Hartin restaurant is on the SO strategy by increasing promotion through social media and expanding branches.