Jurnal Ekonomi
Vol. 12 No. 04 (2023): Jurnal Ekonomi, 2023

STRATEGIC MARKETING ANALYSIS FOR CICI CATERING: A CASE STUDY IN MAMUJU DISTRICT

Muh. Sayuti Bahmid (Universitas Muhammadiyah Mamuju)
Andi Indra Martini (Universitas Muhammadiyah Mamuju)
Jamaludin Kamarudin (Universitas Muhammadiyah Mamuju)



Article Info

Publish Date
02 Oct 2023

Abstract

The analysis of Cici Catering Food Stall in Mamuju Regency highlights its internal strengths, such as practical presentation of local delicacies, affordable pricing, and consistent flavors, balanced by weaknesses like limited promotion and variety. External opportunities include community favoritism, job creation, and partnerships, while threats encompass emerging competitors, price rivalry, and pandemic-related challenges. The IFAS and EFAS evaluations position the business in SWOT Quadrant 1, indicating a balanced alignment of strengths and opportunities. With a score of 0.74, the conclusion is that Cici Catering Food Stall is a growing enterprise, poised to capitalize on strengths, address weaknesses, seize opportunities, and navigate challenges. Emphasizing innovation, menu expansion, and quality customer experiences will likely drive its ongoing success.

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Journal Info

Abbrev

Ekonomi

Publisher

Subject

Economics, Econometrics & Finance

Description

Jurnal Ekonomi [p. ISSNĀ 2301-6280, e. ISSNĀ 2721-9879] is a peer-reviewed journal published Half times a year (June, and December) by SEAN Institute. Jurnal Ekonomi is intended to be the journal for publishing articles reporting the results of economics research. Jurnal Ekonomi invites manuscripts ...