MAULANA, MUHAMMAD INDRA (2024) The Implementation of Marketing Mix at OTI Fried Chicken Kranggan Semarang. S1 thesis, UNIVERSITAS KATOLIK SOEGIJAPRANATA SEMARANG.

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Abstract

Marketing strategy is the key to success for a business to grow. With the many marketing strategies available, business owners must choose the most appropriate strategy to apply to their businesses. This research aims to examine the implementation of one specific marketing strategy, which is the marketing mix strategy—product, price, promotion, and place—at OTI Fried Chicken Kranggan. This research was conducted using a qualitative research design where interviews were the method to collect the data. The interview was done with the marketing manager of OTI Fried Chicken. The writer used the marketing mix theory as a basis for conducting this research. From this research, OTI Fried Chicken Kranggan focuses on the uniqueness of its building structure and the facilities offered. The research also finds that the higher price compared to other OTI Fried Chicken’s outlets is not an issue for customers, as they are satisfied with the facilities and unique concept offered by OTI Fried Chicken Kranggan

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