STRATEGI PROMOSI PADA RESTORAN SIAP SAJI MCDONALD’S

PERTIWI, SEPTI SINAR (2017) STRATEGI PROMOSI PADA RESTORAN SIAP SAJI MCDONALD’S. D3 thesis, Universitas Negeri Jakarta.

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Abstract

Promotional Strategies At McDonald’s Fast-Food Restaurants. Marketing Management Diploma. Faculty Of Economics. University Of Jakarta. This paper has a purpose to know about the general picture of McDonald's marketing promotion that has been applied and as a formulation tool of corporate marketing promotion strategy. The study was conducted from March 7, 2017 to April 4, 2017.The method used in this research is descriptive analysis with data collection method through literature study, observation, and interview. Data analysis used in this research is SWOT analysis. From the results of writing can be seen that McDonald's fast food restaurant using advertising strategy (radio, brochures, posters, billboards,banners), sales promotions (games, sweepstakes, discounts, gifts, coupons), events and experiences (sports, activities), public relations (donations, charity, CSR), direct and interactive marketing (social media, web site). Based on the results of strategy analysis (SO, ST, WO, WT) that is to minimize weaknesses and threats, McDonald's should do some renewal and innovation. Updates can be made to the food processing process to improve McDonald's image as an unhealthy food provider. While innovation is needed to maintain customer loyalty. Key words: SWOT Analysis, Promotional Strategies

Item Type: Thesis (D3)
Additional Information: Pembimbing : Dr. Mohamad Rizan, SE, MM
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Perencanaan dan Strategik (Planning and Strategic Management)
Divisions: Fakultas Ekonomi > D3 Manajemen Pemasaran
Depositing User: Roni Faslah
Date Deposited: 22 Dec 2017 13:40
Last Modified: 18 Feb 2018 07:35
URI: http://repository.fe.unj.ac.id/id/eprint/1763

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