ANALISIS STRATEGI PEMASARAN PADA FOOD GALERY WIHA DI KOTA MAKASSAR

Wulan Sucianti. 2025. Analysis of Marketing Strategies at Food Galery Wiha in Makassar City, supervised by Bahrul Ulum Ilham and Faisal Rizal Zainal.
This study aims to determine (1) the suitable marketing strategies for Food Galery Wiha, and (2) the marketing strategies that can be implemented by Food Galery Wiha in Makassar City.
The study employed a qualitative descriptive approach, with data collection through observations, interviews (business owner, employees, customers), and documentation. SWOT analysis and IFAS-EFAS matrices were applied to identify internal and external factors.
The research findings indicate that the main strengths lie in product durability, menu variation, and positive image, while weaknesses include suboptimal social media promotion and less competitive pricing. The greatest opportunities are the availability of local raw materials and customer loyalty, while the main threats are competition from similar products. Based on the Cartesian diagram, the company is in quadrant I (SO), which recommends an aggressive growth-oriented strategy. Strategy recommendations include: (1) optimizing digital promotion through creative content, (2) adding on-site dining facilities, (3) diversifying menus based on current trends, and (4) enhancing human resource capacity.