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MARKETING STRATEGIES FOR ORGANIC RESTAURANT IN UBUD TOURIST AREA - BALI

Ni Putu Ariesta Budiani, Ni Luh Suastuti, Lidjah Magdalena Massenga

Abstract


Public awareness of the importance of adopting a healthy lifestyle continues to increase. One indicator can be seen is an increase in the consumption of organic food. Likewise, the high interest of the global community in organic food is expected to impact on the restaurant business in Bali, especially in Ubud Tourist Area. At this time there are some marketing difficulties facing the restaurant business that sells food made from organic. 

The purpose of research is exploring the strengths, weaknesses, opportunities, and threats organic restaurant in Ubud Tourist Area - Bali. It is also to investigate the marketing strategy to increase tourists visiting an organic restaurant in Region Ubud - Bali.

Methods of data collection using observation, interviews, questionnaires, and documentation, and then analyzed using SWOT analysis. The results of this study are the internal condition of organic restaurants in Ubud Tourist Area is excellent for tourists and managers of restaurants, as well as external environmental conditions in Ubud. Based on a combination of analysis and IE Matrix Matrix position, the right strategy is applied industry Organic restaurant in Ubud Tourist Area is a strategy of market penetration, product development, and market development is limited.


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DOI: http://dx.doi.org/10.22334/jbhost.v2i1.74

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