Strategi Penjualan Kerang Rebus pada Papa Kerang Rebus Medan

Abstract

This research aims to determine the processing and distribution of boiled clams, as well as to find out the marketing strategy carried out by the Papa Kerang Boiled Medan restaurant. These strategies use an anthropological approach in their application to understand customer culture and behavior with the aim of increasing sales levels and increasing customer loyalty. The method used in this research is a descriptive qualitative method. The data sources used in this research are primary and secondary data sources. Data collection was carried out using in-depth interview methods and participatory observation. The research results show that the process of processing shellfish and distributing boiled shellfish begins with the process of purchasing shellfish, then the shellfish are cleaned and boiled according to the type of shellfish, the next process is that the shellfish are ready to be served to consumers and the final process is the shellfish storage process. SWOT analysis is used to determine the strengths, weaknesses, opportunities and threats of the Papa Kerang Boiled restaurant. The strategy carried out by the Papa Kerang restaurant uses a marketing mix. The next strategy uses the STP (Segmentation, Targeting, Positioning) strategy to segment Papa Kerang restaurants based on behavior, demographics, geography and psychographics. For targeting the Papa Kerang restaurant, they chose a pattern of determining product specialization using a differentiated targeting strategy. For targeting Papa Kerang restaurants, they use positioning based on price and quality. The final strategy used by the Papa Kerang restaurant in this research is building good relationships between employees, customers, agents and fellow oyster owners, society and the community.