A Johnny Amidst Jugnus

2021 ◽  
pp. 097282012097870
Author(s):  
Adnan Zahid ◽  
M. Adeel Zaffar ◽  
Hamza Aurengzeb
Keyword(s):  
Fast Food ◽  
Marketing Mix ◽  
Important Decision ◽  
Pricing Decision ◽  
Case Data

The case recounts the story of Johnny and Jugnu, the fast-food restaurant’s initial journey. The story is then supplemented by details of the marketing mix (price, product, place and promotion). All decisions have been made, except for the pricing decision. The case hinges on this important decision. The four partners seem to disagree on pricing, and the case data helps students make this decision for the protagonists.

scholarly journals Effective/Differentiating Marketing Strategies of McDonald’s in Malaysia And Indonesia

2021 ◽  
Vol 4 (1) ◽  
pp. 16-33
Author(s):  
Dilip D ◽  
Rupesh Sinha ◽  
Ooi Ler Wei ◽  
Daisy Mui Hung Kee ◽  
Oh Jia Leei ◽  
...  
Keyword(s):  
Comparative Analysis ◽  
Fast Food ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Marketing Process

McDonald's has become one of the world's most known fast-food companies. The success of McDonald's in growing business makes some individuals genuinely curious as to how McDonald's developed their marketing process and strategy as marketing strategies perform crucial roles for businesses to grow eventually. This case study aims to determine the effective marketing strategies of McDonald in Malaysia compared to with those in other countries such as Indonesia and provide recommendations to deal with the situation McDonald's is faced with. This research, using comparative analysis and focusing on 4P marketing mix components, focuses on the analysis of products, prices, places, and promotions.

scholarly journals Pengaruh Strategi Bauran Pemasaran Terhadap Peningkatan Penjualan Pada Produk Dr. Kebab Bara Satriya Sidoarjo

2019 ◽  
Vol 16 (1) ◽  
Author(s):  
Nur Achmad Rofi’i ◽  
Didin Fatihudin ◽  
Mochamad Mochklas
Keyword(s):  
Hypothesis Testing ◽  
Fast Food ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Marketing Mix ◽  
T Test ◽  
Price Promotion ◽  
Product Price ◽  
F Test ◽  
Dominant Influence

ABSTRACT  DR. KEBAB Bara Satriya is one of the fast food businesses in Sidoarjo regency. The purpose of this research is to find out which of the variables (product, price, promotion, place) has a dominant influence on the increase in sales of DR. KEBAB Bara Satriya, and to find out whether marketing strategies (marketing mix) have a simultaneous influence on increasing sales of DR. KEBAB Bara Satriya.The method of approach to this research is a quantitative approach, the technique of collecting data with questionnaires and the sampling technique used is accidental sampling with a total of 60 respondents. The analytical method used is the method of multiple linear regression analysis using the normality test, hypothesis testing, F test, and t test. The data processed using the SPSS program produces the following regression equation: Y = 6.685+ 0.290X1 + (-0.266X2) + 0.462X3 + 0.364X4 + e. Based on hypothesis testing the results of the F test show that the marketing mix independent variables which include products, prices, promotions and places of influence simultaneously on increasing sales. While the t test shows that promotion is a variable that has a dominant influence on increasing sales.Keywords                   : Marketing Mix, Increased SalesCorrespondence to       : [email protected] ABSTRAK DR. KEBAB Bara Satriya merupakan salah satu bisnis makanan cepat saji yang terdapat di kabupaten Sidoarjo. Tujuan dari peneltian ini untuk mengetahui manakah dari variabel (product, price, promotion, place) yang berpengaruh dominan terhadap peningkatan penjualan produk DR. KEBAB Bara Satriya, dan untuk mengetahui apakah strategi pemasaran (marketing mix) berpengaruh secara simultan terhadap peningkatan penjualan produk DR. KEBAB Bara Satriya.Metode pendekatan penelitian ini adalah pendekatan kuantitatif, teknik pengumpulan datanya dengan kuesioner dan teknik sampling yang digunakan adalah accidental sampling dengan jumlah 60 responden. Metode analisis yang digunakan adalah metode analisis regresi linier berganda dengan menggunakan uji normalitas, uji hipotesis, uji F, dan uji t. Data-data diolah dengan menggunakan program SPSS menghasilkan persamaan regresi sebagai berikut : Y = 6,685+ 0,290X1 + (-0,266X2) + 0,462X3 + 0,364X4 + . Berdasarkan pengujian hipotesis hasil uji F menunjukkan bahwa variabel bebas bauran pemasaran yang meliputi produk, harga, promosi dan tempat berpengaruh secara simultan terhadap peningkatan penjualan. Sedangkan uji t menunjukkan bahwa promosi adalah variabel yang berpengaruh secara dominan terhadap peningkatan penjualan.Kata kunci                  : Bauran Pemasaran, Peningkatan PenjualanKorespondensi             :  [email protected]

scholarly journals Pengaruh Bauran Pemasaran Terhadap Perpindahan Merek Pelanggan Restoran Cepat Saji di Karawang Menggunakan Metode Markov Chains dan Game Theory

2019 ◽  
Vol 12 (1) ◽  
Author(s):  
Rianita Puspa Sari ◽  
Ahmad Surahman ◽  
Aditia Ayu Rahma Nabila
Keyword(s):  
Game Theory ◽  
Markov Chains ◽  
Market Share ◽  
Fast Food ◽  
Modern Society ◽  
Marketing Mix ◽  
Fast Food Restaurant ◽  
Product Price ◽  
Fast Food Restaurants ◽  
The Right

<p>As an area that has evolved into one of the industrial cities in Indonesia, Karawang has experienced rapid growth, especially in the fields of industry and business. This causes a change in lifestyle so that modern society is born<br />that is synonymous with consumptive behavior patterns which result in new needs that are presented practically in people's lives, one of which is restaurant food needs so that growth presence of fast food restaurants in Karawang. Competition between fast food restaurants can result in the brands switch to customers, so marketing mix strategy (9P) is needed (Product, Price, Promotion, Place, People, Process, Physical Evidence, Packaging, Payment). This study aims to analyze the effect of the marketing mix on brand movement, the rate of movement of fast food restaurant brands (X, Y, and Z) at Karawang, and the right strategy for companies to win the competition. The Markov Chains method is used to predict the market share of a product from the level of transfer of fast-food restaurant brands in Karawang, while Game Theory is to determine the right strategy in the marketing mix in the face of shifting customer brands. Research results obtained from 113 respondents who are valid and reliable,<br />with the relationship of the two low variables are negative at -0.083 interpreting that the marketing mix correlation with brand displacement has an inverse relationship so that the marketing mix of fast food restaurants increases, the customer's brand shift will be lower. The brand transfer rate is predicted to have a market share in the coming year of 33.2% X, 36.2% Y and 30.6% Z with competitive strategies that can be done by increasing the Promotion and Location of Fast Food Restaurants.</p>

Strategic Implications of Attitude-Toward-the-Ad in Leveraging Event Sponsorships

1996 ◽  
Vol 10 (3) ◽  
pp. 250-261 ◽  
Author(s):  
Lance Kinney ◽  
Stephen R. McDaniel
Keyword(s):  
Competitive Advantage ◽  
Brand Equity ◽  
Fast Food ◽  
Credit Card ◽  
Purchase Intention ◽  
Marketing Mix ◽  
Direct Measure ◽  
Product Categories ◽  
Winter Olympic Games ◽  
Direct Measures

Event sponsorship has become a multibillion dollar industry (Levin, 1993), yet little theory-driven research exists exploring sponsorship effects (Cunningham & Taylor, 1994), Keller (1993) noted that customer-based brand equity is the appropriate goal of all elements of the marketing mix, including promotions such as sponsorship. The effectiveness of these promotions may be observed through what Keller terms “direct measures pitting known brands against unknown or fictitious brands.” This study uses an experimental design employing attitude-toward-the-ad (AAD) as a direct measure of sponsorship support, advertising impact on attitude-toward-the-brand (AH), and purchase intention (PI) for official sponsors and ambush marketers in the fast food and credit card product categories of the 1994 Winter Olympic Games. Ambush marketers are those companies that use advertising to make it appear as if they are associated with the Games without purchasing official sponsorship rights (Sandier & Shani, 1989). Based on these results, there appeared to be no competitive advantage for official sponsors in terms of AAD's influence on PL These findings suggest that leveraging a sponsorship with advertising does not always ensure competitive advantage in terms of building customer-based brand equity.

scholarly journals FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN PADA RESTORAN CEPAT SAJI DI KOTA BENGKULU

2018 ◽  
Vol 21 (1) ◽  
pp. 2
Author(s):  
Reazi Agusman ◽  
Irnad Irnad ◽  
Melli Suryanti
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Fast Food ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Marketing Mix ◽  
Equation Modeling ◽  
Sample Collection ◽  
Product Price ◽  
Confirmatory Factor

This study aims to is to find factors affecting loyalty consumers fast food restaurant in Bengkulu City seen from approach extended marketing mix (7p). Variable latent used in this research was extended marketing mix , demografy , customer satisfaction and loyalty consumers. A method of the sample collection with accidental where the sample collection on coincidence and the method of analysis the data used was structural equation modelling (SEM). The method for data analysis was Structural Equation Modeling to examine the causal relationship between observed variables. This study uses two-stage method, where first phased measurement Confirmatory Factor Analysis (CFA) and the second stage measurement was Second Order Confirmatory Factor Analysis (CFA-2). From the Googness Of Fit (GOF) 1 a gauge that indicates match a less well, 5 size gof showing match quite good (marginal fit) and 10 size gof showing match the best good fit. So that it can be concluded that match a whole model is good. The final result of this study shows the variables that make up the extended marketing mix is ​​product, price, place, physical evidence and process where this variable has a significant effect on loyalty both direct relationship and consumer satisfaction variable as Intervening variable. While the demographic variables have no significant effect on loyalty variable directly or indirect relationship with satisfaction as intervening variable.   Keywords: Loyalty, Extended Marketing Mix, SEM, CFA and GOF

scholarly journals PERILAKU DAN KEPUASAN KONSUMEN MAHASISWA UNIVERSITAS LAMPUNG TERHADAP MAKANAN CEPAT SAJI MENU UTAMA AYAM BAKAR [Customer Behavior and Satisfaction of the University of Lampung Students on Fast Food Grilled Chicken as the Main Menu]

2019 ◽  
Vol 24 (2) ◽  
pp. 77
Author(s):  
Fibra Nurainy ◽  
Azhari Rangga ◽  
Mahesa Reyhan Prayoga
Keyword(s):  
Performance Analysis ◽  
Customer Satisfaction ◽  
Fast Food ◽  
Marketing Mix ◽  
Value Analysis ◽  
Satisfaction Index ◽  
Price Discounts ◽  
Customer Satisfaction Index ◽  
Specific Activities ◽  
The University

This study aimed at knowing the behavior and consumer satisfaction of students at the University of Lampung on fast food products, and determining the level of importance and performance of attributes that influence the marketing mix recommendations. The study used a behavioral survey and customer satisfaction method was performed to survey 77 students. Data were analyzed using Importance-Performance Analysis, and Customer Satisfaction Index. The results showed that the initial motivation of consumers to buy was easy to obtain (29 people), and the benefit sought to eliminate hunger and had good taste (72 people). The main focus of the attributes was the taste (54 people) by which consumers who felt quite satisfied were 43 people and those who decided to buy back as many as 71 people. The results of the Importance-Performance Analysis showed that the main priority was the speed of preserving. Attributes that was suitable with the interests of consumers were spices, textures, product hygiene, friendliness in service and comfort of the place, while the low-performance attributes were product appearance, price discounts on specific activities, selection of advertising media used, preserving package and size per serving. The value analysis of the Customer Satisfaction Index (CSI) was  86.56%, that means the consumers feel very satisfied. Recommendations related to the marketing mix (7P) to be performed by producers were product variables improvement, namely appearance and preserving, and promotion products, such as price discounts on specific activities, as well as actively promoting on social media.

Glocalization in Fast Food Chains Glocalization in Fast Food Chains

2017 ◽  
pp. 330-347 ◽  
Author(s):  
Surbhi Mathur
Keyword(s):  
Fast Food ◽  
Marketing Mix ◽  
Global Perspective ◽  
Food Chains

This chapter aims to cover the emergence of glocalization in global perspective and to relate various glocal practices of multinational fast food chains with marketing mix of McDonald's. In the wake of investigating the marketing mix of McDonald's, cleared that the company can be said to be “glocal”, i.e. combining elements of globalization and internationalization. McDonald's have accomplished this through applying the maxim, “think global, act local”, to all the components of the marketing mix.

scholarly journals A Longitudinal Study of American and Canadian Convenience Store Marketing Strategies

2020 ◽  
Vol 13 (8) ◽  
pp. 66
Author(s):  
Lise Heroux
Keyword(s):  
Customer Service ◽  
Fast Food ◽  
Marketing Research ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Repeat Sales ◽  
Time Saving ◽  
Convenience Stores ◽  
Brick And Mortar ◽  
Retail Format

Convenience stores are part of the Canadian and American landscape. Consumers depend on them for fuel, coffee, tobacco, snacks, fast-food, bathrooms, and more. Convenience stores account for more than one third of the retail brick-and-mortar sales. Yet, there is a paucity of marketing research on this retail format. The present study examines the marketing strategies of convenience stores in 2008 and 2018, assessing the changes in strategy over a decade in the U.S. and Canada. The findings indicate that convenience stores in both regions have been able to offer products and services that will bring about repeat sales and increase their profitability. Convenience stores offer customers time saving while providing what they value most: fast service, expedient locations, quality customer service and an adapted marketing mix.&nbsp; Although there were more similarities than differences in marketing strategies in both regions, Quebec convenience stores were the most effective in implementing their marketing mix and adapting their strategy. Implications for convenience stores are discussed.

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