Marketing Strategy Proposal to Rebound the Declining Revenue of Burger King Indonesia in the Covid Aftermath Period

Abstract

The primary objective of this study is to propose a marketing strategy to address the decrease in revenue experienced by Burger King Indonesia in the year 2022 following the COVID-19 pandemic as practical guidance for Burger King Indonesia and other businessmen to navigate the complexities of the current market landscape. This study is still necessary to understand that shifting consumer behavior, changes in market conditions, and business operational disruptions are the causes of the problem. The research design uses a thematic analysis method involving the available company data, relevant marketing theories, and the results of questionnaires, community surveys, and interviews with managers and customers. By analyzing the effects of the pandemic faced by Burger King Indonesia, this research aims to pinpoint strategic areas for improvement. Diverse analyses are used, such as VRIO Framework, STP, Marketing Mix, PESTEL, PORTER's Five Forces, Competitor analysis, SWOT, TOWS analysis, and author’s interview and questionnaire surveys to determine the present circumstances of Burger King Indonesia. The proposed marketing strategy highlights the importance of five specific actions in their implementation: product innovation, digital transformation, sustainability campaign, promotion via mobile app, and partnership and collaborations with delivery services to adapt to evolving consumer preferences. To address this goal, Burger King Indonesia must make strategic adjustments parallel to the present circumstances by understanding consumer preferences, optimizing operations, promoting sustainability initiatives, and strengthening its brand position. Through the implementation of this comprehensive strategy, Burger King Indonesia aims to improve customer satisfaction, foster loyalty, and attain overall market success in the post pandemic period. This strategy not only addresses the immediate challenges posed by the pandemic but also positions Burger King Indonesia for long-term success.