Developing marketing strategy for Golden River catering service

Saleh, Nini Jayanti and Tjio, Ester (2007) Developing marketing strategy for Golden River catering service. Bachelor thesis, Petra Christian University.

Abstract

Eating out has evolved around a broad range of consumer needs ranging from an interest in experiencing new, exotic cuisines from fine dining venues to a demand on obtaining a 'grab-and-go' solution from a fast food outlet or even a convenience store. Catering service, as one of the foodservice becomes more familiar among people in Europe, especially in the Netherlands. This fact opens an opportunity for Golden River to reach more customers and gain more profit. This opportunity creates an idea for making a research to develop marketing strategy for Golden River catering service. This research is focusing on the marketing research and developing appropriate marketing strategy according to the result of the research. A qualitative approach is applied on this research. The data are obtained by using questionnaires and interviews. The writers generated the result by using Statistical Package for the Social Sciences (SPSS). The writers had defined problems by using an exploratory research and literature reviews. This research explains the importance of marketing strategy for developing Golden River Catering Service. Finally, the writers will acquire conclusions and recommendations based on the result of this research related to marketing strategy for Golden River catering service to be applied in.

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