Marketing Management Analysis of MSME Coto Makassar  Restaurant Daeng Memang

Anisa Putri Kusumaningrum; Anita  Swantari; Atha Fadhil  Ernowo; Tri  Wahyuningsih; Davi Ayu  Andini

doi:10.59889/ijembis.v3i3.318

Authors

Anisa Putri Kusumaningrum Universitas Nasional
Anita Swantari Trisakti Institute of Tourism, Jakarta
Atha Fadhil Ernowo National University, Jakarta
Tri Wahyuningsih National University, Jakarta
Davi Ayu Andini National University, Jakarta

DOI:

https://doi.org/10.59889/ijembis.v3i3.318

Keywords:

MSME Coto Makassar Restaurant,, SWOT Analysis, Marketing Management

Abstract

This study delves into the marketing strategies of Coto Makassar Daeng Memang, a South Sulawesi restaurant, within Indonesia's evolving culinary landscape. Utilizing Marketing Mix and SWOT analysis, the research unveils the restaurant's evolution, identifying strengths, weaknesses, opportunities, and threats. Coto Makassar's success story, initiated in 1992, unfolds through a diverse menu. The Marketing Mix analysis underscores its affordable products, strategic location, and word-of-mouth promotion. The study concludes by highlighting the critical role of effective marketing for UMKM and the practical insights derived from Coto Makassar Daeng Memang's experience in navigating the competitive Indonesian culinary market.

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References

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