DEVELOPING MARKETING STRATEGY BASED ON ENGINEERING MENU AT AGENG RESTAURANT, TEBET DISTRICT, SOUTH JAKARTA

Ageng Restaurant is one of the restaurant in Tebet district of South Jakarta that serves many varian menus. A good menu can be seen from the level of sales and ability to provide benefits or the level of popularity and profitability. Therefore, it is necessary to analyze the engineering menu to obtain the right marketing strategy. The method of this research was a case study. The data was analyzed by descriptive analysis which includes analysis of contribution margin and analysis of popularity index, menu classification and SWOT analysis. The Analysis on 53 menu items for 6 months show that in menu’s divided into stars’ category (13 menu’s), plowhorses category (22 menu’s), puzzles category (7 menu’s) and dog category (11 menu’s). Based on category, Ageng’s Restaurant develop Marketing strategy. Menu with star classification is a good featured menu. For this group, Ageng Restaurant needs to maintain the quality of the menu, so that it remains an idol for customers. Menus classified as plowhorses can be improved by increasing the selling price. It can be done by innovating so that it can increase the selling price. But do not increase the selling price too high, because it can affect popularity. Menus with puzzles classification can be improved by doing more promotions and give discounts or making it as a recommended menu for customers. Menu with dogs’ classification the management needs to improve the menu again in terms of taste, appearance, portion, price, quality and can innovate the menu using the same basic ingredients. The last step that can be done is to delete the menu in this category and replace it with a new menu