Diny, Fina akhmala (2020) STRATEGI BRANDING PRODUK M2M INDONESIAN FAST FOOD DALAM MENINGKATKAN PENJUALAN. Other thesis, UPN "VETERAN" JATIM.
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Abstract
This research was distributed by head to head competition between global and local brands of fast food restaurants in the area of Jalan Pahlawan, Sidoarjo city. The purpose of this study is to find out and analyze the branding strategy of Indonesian Fast Food M2M products in increasing sales. This research method uses qualitative data collection techniques through in-depth interviews related to product branding strategies based on product attributes include; in terms of quality, features, design, packaging, labels, services, guarantees, prices, components of brand identity (brand names, logos & symbols, tagline / slogan, characters / mascots, jingles, URLs / Domains) to identify strengths, weaknesses, opportunities and threat by the SWOT method on M2M Indonesian Fast Food. The results of this study indicate a strategic choice of SO. The strategy determined is to support an aggressive growth policy (growth oriented strategy). These strategies include; Making SOP in the field of social media management, utilizing halal labels, quality, affordable prices, and guarantees in brand development and considering the selection of packaging boxes with "green living" materials. Keywords: Product branding strategy, SWOT analysis.
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 24 Nov 2020 06:53 | ||||||||
| Last Modified: | 24 Nov 2020 06:53 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/901 |
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