| PAO BURGER is a food business and it’s category in fastfood that want to build with focused in Chinese burger. Based on PAO BURGER Product Development, they haved 2 main product : “ Kung bao Chiken Burger” and ” Red-Braised Tofu Steak Burger”. And then based on PAO BURGER election location research “Plaza Semanggi” is the best location for build this business. Based on conjoint analysis, the important factor for customer to buying burger is location, the second place is promotion, and then product and the last one is price. Still based on conjoint analysis we can see the most needed atribut level from atribut which already describe in detail. Can see outdoor view is the most needed atribut level from location atribut, Eventhough free 1 burger for 20 buying is most needed atribut level from promotion atribut, and then paket 1 (burger, French fries dan drink) is most needed atribut level from product atribut, and the last Rp.15.000 s/d Rp. 20.000 is the most needed atribut level from customer for price atribut. Crosstab analysis, SWOT analysis, competitor analysis is also performed to help composed PAO BURGER marketing strategy, after finished compose marketing strategy, the writer made marketing program which parallel with marketing strategy. Marketing program displayed the plan until a year ago. |