Marketing Strategy to Improve Ramen Product Sales

(Case Study at Eat.Ramen Makassar)

DOI

10.2991/978-94-6463-758-8_39How to use a DOI?

Keywords

Porter Five Forces; Competitor; STP; Market Mix; SWOT

Abstract

This research aimed to formulate marketing strategies that could be used to increase sales at the Eat Ramen restaurant. The study combined qualitative and quantitative approaches to explain the appropriate marketing strategies for boosting sales at Eat Ramen. The qualitative approach was used to understand the external aspects of Eat Ramen using Porter’s Five Forces analysis and competitor identification, while the internal aspects of Eat Ramen were understood through analysis (STP and mixed marketing). The results of the qualitative analysis were utilized in formulate marketing strategies through SWOT analysis with a quantitative approach. The data collection method in this study involved field observations. The findings indicated that the SWOT analysis quadrant for Eat Ramen was in quadrant II, suggesting that the marketing strategy applied included diversification strategies such as adding menu variations and ramen toppings according to local tastes, providing a better customer experience in terms of service speed and restaurant atmosphere, as well as creating discount programs or price reductions.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - N. B. Muhammad Rinaldy
PY  - 2025
DA  - 2025/07/30
TI  - Marketing Strategy to Improve Ramen Product Sales
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 468
EP  - 478
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_39
DO  - 10.2991/978-94-6463-758-8_39
ID  - Rinaldy2025
ER  -