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Go Back       Himalayan Journal of Economics and Business Management | Volume:4 Issue:5 | Oct. 31, 2023
71 Downloads182 Views

DOI : 10.47310/Hjebm.2023.v04i05.014       Download PDF       HTML       XML

Proposed Marketing Strategy for Backmee Spicy Noodles & Wonton


Delfrinando Pranata and Leo Aldianto

Institute Teknologi Bandung.


*Corresponding Author

Delfrinando Pranata

Article History

Received: 15.10.2023

Accepted: 20.10.2023

Published: 31.10.2023


Abstract: Consumer behavior and preferences in the foodservice industry experienced a profound shift in the post-Covid-19 era. This transformation significantly impacted the competitiveness and profitability of businesses like Backmee Spicy Noodles and Wonton. To address these challenges, this research explores consumer behaviour and the evolving marketplace and proposes a strategic framework to maintain a competitive edge. Analysis of the survey results and in-depth evaluation of customer segments guide the formation of new marketing strategies. The comprehensive staff training program, innovative menu development, and strategic expansion of dine-in services cater to customer preferences, enhance customer relationships, and drive revenue streams.

These strategies align with Backmee Spicy Noodles and Wonton's goal of staying competitive and relevant in the evolving foodservice landscape. The proposed implementation plan incorporates budget allocation to ensure the successful execution of the recommended strategies. This research aims to serve as a practical guide for businesses in the foodservice industry facing similar challenges, offering insights on adapting to changing consumer preferences and achieving sustainable growth.


Keywords: Consumer Behavior, Foodservice Industry, Post-Covid-19 Era, Competitiveness, Profitability, Marketing Strategies, Customer Relationship



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