Development and Implementation of Marketing Initiatives to Enhance Sales Performance: a Case Study of RM Payakumbuah Depok

Abstract

This study examines the revenue decline experienced by RM Payakumbuah Depok, a well-known Padang restaurant, within Indonesia’s competitive and evolving economic landscape. The research identifies key challenges, including rising operational costs, increasing competition, and shifting consumer preferences. As part of a reputable restaurant chain, RM Payakumbuah Depok operates in a rapidly urbanizing area with intense competition from traditional and modern dining establishments. Despite its strong reputation for authentic Padang cuisine, the restaurant struggles to maintain its revenue due to a lack of adaptation to changing market conditions. This study explores three main aspects: the restaurant’s current condition, its competitive position, and strategies to attract and retain customers. Using a quantitative approach, including surveys and secondary data analysis, it applies SWOT analysis, Porter’s Five Forces, and the 7Ps of marketing to assess challenges and opportunities. The findings highlight the need for differentiation through unique value offerings, stronger customer engagement, and improved digital marketing. Recommended strategies include menu innovation, pricing adjustments, and service enhancements, with a structured implementation plan. These solutions aim to strengthen RM Payakumbuah Depok’s market position, increase customer satisfaction, and support long-term growth in a highly competitive industry. The findings are applicable to similar businesses facing market shifts.