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Library's collection Library's IT development CancelThe marketers try to understand the target market needs, wants, and
demands. People need food, water, recreation, education, and entertainment.
These needs become wants when they are direct to specific objects that might
satisfied the needs. A person needs food but wants mango. Demands are wants for
specific products backed by an ability to pay. Companies must measure not only
how many people want their products but also how many would actually be
willing and able to buy it. People are satisfied with their needs and wants with the
product. A product is any offering that can satisfy the needs or wants. In this time,
product is one of the management tool in business and can affect the existence of
the company.
This thesis is analyzing about ?Strategic Marketing in Product
Differentiation to Keep the Loyal Costumer in De Jonge Dikkert Restaurant?. De
Jonge Dikkert Restaurant has existed from May 12, 1672. So, it is 333 years old
now. The writers think it is necessary because this restaurant has existed from a
long time ago and still stand until now. It is amazing. How can they survive for
333 year? How can they adapt with people?s desire along with the transitional era
(especially in product)?
The first part of this thesis will give an introduction about De Jonge
Dikkert Restaurant, such as history, structure of organization, and the reason of
making this thesis.
The second part is a qualitative research, which starts by reviewing the
literature. The literature reviews show what marketing is, what product
differentiation is and how it is important in strategic marketing, and why product
differentiation can be affected for loyal guests. The first step, the writers are
looking at the competition around the restaurant, what kind of product that the
restaurant sell that make them different from the others, and how to make the
customers loyal for a long period.
The third part is about case analysis. The writers will analyze about the
steps that have been taken by De Jonge Dikkert Restaurant in marketing to keep
and maintain their performance. The case study is based on literature reviews, in
depth interviews with the employee and owner of restaurant and some of the
guests, and observed in the restaurant.
The last part is, the writers will make the conclusion from the observation
and decide what steps should be kept and taken in order to increase the quality of
the product, costumer loyalty due to the strategic marketing in product
differentiation. The writers hope that the recommendation and the suggestion can
help De Jonge Dikkert Restaurant in the future.