Analysis of Marketing Strategy at Nagoyaramen
Nagoyaramen is a franchise ramen restaurant. Nagoyaramen was switching business location, so they needed information about target and market segments which would affect the marketing strategy. The purpose of the study was (1) Analyzing and defining market segments of Nagoyaramen. (2) Formulating...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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APTA (Asosiasi Profesi Teknologi Agroindustri)
2014
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/135852/1/SIAP%20CETAK%20JURNAL%20APTA%20Volume%203%20Issue%202%20%282014%29.pdf |
| _version_ | 1826049445113888768 |
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| author | Norsita, Diklusari Isnarosi Hardiyanti, Ratih |
| author_facet | Norsita, Diklusari Isnarosi Hardiyanti, Ratih |
| author_sort | Norsita, Diklusari Isnarosi |
| collection | UGM |
| description | Nagoyaramen is a franchise ramen restaurant. Nagoyaramen was switching business location,
so they needed information about target and market segments which would affect the
marketing strategy. The purpose of the study was (1) Analyzing and defining market segments
of Nagoyaramen. (2) Formulating marketing strategies of Nagoyaramen in accordance with
the selected segment. The primary data collection was done through questionnaire. This study
used descriptive analysis such as Importance-Performance Analysis method and cluster
analysis. Interview was used to choose the best strategy. Cluster analysis resulted in dividing
costumers into three segments, namely a perfectionist, tasteful, and socialist. We picked the
perfectionist which covers 60.66% of customer. This particular segment is concerned with
almost all attributes of marketing mix. The group was predominantly female (71.43%), work as
a student (45.05%), age range 17-24 years (52.75%), and last education high school (43.96%).
Strategies offered are location approaching schools or colleges, affordable prices, promotion
through fliers and giving discounts, Japanese ornaments must remain there as a hallmark of
Nagoyaramen, Japanese ornament on the nameplate, taste of the product should be
maintained, maintaining a varied menu, and speeding up the service around lunch break. So
the best strategy chosen by the owner is location approaching schools or colleges.
Keywords: Marketing, Strategy, Ramen, Importance-Performance Analysis, Cluster |
| first_indexed | 2024-03-13T23:46:16Z |
| format | Article |
| id | oai:generic.eprints.org:135852 |
| institution | Universiti Gadjah Mada |
| language | English |
| last_indexed | 2024-03-13T23:46:16Z |
| publishDate | 2014 |
| publisher | APTA (Asosiasi Profesi Teknologi Agroindustri) |
| record_format | dspace |
| spelling | oai:generic.eprints.org:1358522016-02-22T04:11:04Z https://repository.ugm.ac.id/135852/ Analysis of Marketing Strategy at Nagoyaramen Norsita, Diklusari Isnarosi Hardiyanti, Ratih Industrial Engineering Nagoyaramen is a franchise ramen restaurant. Nagoyaramen was switching business location, so they needed information about target and market segments which would affect the marketing strategy. The purpose of the study was (1) Analyzing and defining market segments of Nagoyaramen. (2) Formulating marketing strategies of Nagoyaramen in accordance with the selected segment. The primary data collection was done through questionnaire. This study used descriptive analysis such as Importance-Performance Analysis method and cluster analysis. Interview was used to choose the best strategy. Cluster analysis resulted in dividing costumers into three segments, namely a perfectionist, tasteful, and socialist. We picked the perfectionist which covers 60.66% of customer. This particular segment is concerned with almost all attributes of marketing mix. The group was predominantly female (71.43%), work as a student (45.05%), age range 17-24 years (52.75%), and last education high school (43.96%). Strategies offered are location approaching schools or colleges, affordable prices, promotion through fliers and giving discounts, Japanese ornaments must remain there as a hallmark of Nagoyaramen, Japanese ornament on the nameplate, taste of the product should be maintained, maintaining a varied menu, and speeding up the service around lunch break. So the best strategy chosen by the owner is location approaching schools or colleges. Keywords: Marketing, Strategy, Ramen, Importance-Performance Analysis, Cluster APTA (Asosiasi Profesi Teknologi Agroindustri) 2014 Article PeerReviewed application/pdf en https://repository.ugm.ac.id/135852/1/SIAP%20CETAK%20JURNAL%20APTA%20Volume%203%20Issue%202%20%282014%29.pdf Norsita, Diklusari Isnarosi and Hardiyanti, Ratih (2014) Analysis of Marketing Strategy at Nagoyaramen. Agroindustrial Journal Vol. 3 Issue 2 (2014), 3 (2). pp. 182-187. ISSN 2252-6137 http://www.apta.or.id/ |
| spellingShingle | Industrial Engineering Norsita, Diklusari Isnarosi Hardiyanti, Ratih Analysis of Marketing Strategy at Nagoyaramen |
| title | Analysis of Marketing Strategy at Nagoyaramen |
| title_full | Analysis of Marketing Strategy at Nagoyaramen |
| title_fullStr | Analysis of Marketing Strategy at Nagoyaramen |
| title_full_unstemmed | Analysis of Marketing Strategy at Nagoyaramen |
| title_short | Analysis of Marketing Strategy at Nagoyaramen |
| title_sort | analysis of marketing strategy at nagoyaramen |
| topic | Industrial Engineering |
| url | https://repository.ugm.ac.id/135852/1/SIAP%20CETAK%20JURNAL%20APTA%20Volume%203%20Issue%202%20%282014%29.pdf |
| work_keys_str_mv | AT norsitadiklusariisnarosi analysisofmarketingstrategyatnagoyaramen AT hardiyantiratih analysisofmarketingstrategyatnagoyaramen |