Product Bundling Marketing Strategy for Food and Beverage Retail Products at Chicken Bim, Palu City
A SWOT and QSPM Approach
DOI:
https://doi.org/10.32832/jm-uika.v17i3.25200Keywords:
Marketing Strategy, Product Bundling, Sales Increase, SWOT Analysis, Chicken Bim Palu CityAbstract
This study aims to analyze the product bundling marketing strategy in increasing sales of food and beverage retail products at Chicken Bim in Palu City. The study employed a descriptive quantitative approach using SWOT analysis, including the IFAS matrix, EFAS matrix, SWOT quadrant matrix, and Quantitative Strategic Planning Matrix (QSPM). Data were collected through interviews and assessment instruments involving 15 respondents consisting of the manager, marketing staff, and employees of Chicken Bim, selected using purposive sampling. The results showed an IFAS score of 3.05 and an EFAS score of 3.06. The SWOT coordinates of (1.01; 0.34) positioned Chicken Bim in Quadrant I, indicating an SO strategy (Growth-Aggressive Strategy). Six alternative strategies were formulated, with the priority strategy based on the QSPM being to consistently maintain product and service quality, with a Total Attractiveness Score (TAS) of 8.00. The findings indicate that the success of product bundling needs to be supported by consistent product and service quality, digital marketing, package innovation, and the utilization of online ordering platforms.
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