Marche Movenpick restaurant (Marche) has been established in Jakarta since 1997. It has a unique combination of food, style, and convenient ambience. Marche provides customers with multicultural choices of food, a spacious area allowable to provide children playground and space for group and family gathering and also has a unique method of food ordering system enable each customer to pay their individual billing.

The purpose of this Group Field Project is to help Marche to improve its stagnant performance. The problem identification was brought up by understanding what Marche needs and learning Marche's current situation. We then observed the potential areas of improvement to be analyzed. For our problem analysis, we need to understand the customer's dine out behavior, analyze current positioning segmentation and marketing mix strategy of the restaurant. The methodology of our problem analysis was done through four approaches, i.e: industry analysis, study of marketing theory from various literatures, discussion with culinary expert and execute the customer survey, to grab the picture of customers' brand awareness, customers' profiles and preferences, assessment on quality of service and customer opinion.

Based on the general findings, marketing mix concepts and perceptual mapping we then recommended a model for market segmentation, targeting and positioning to create a more focused and well defined target market, followed up by recommending the 4Ps of marketing mix. Marche's unique selling proposition should be the central of all value communication to customer and the recommended tagline is "Marche Experience" which refers to Fresh, Friendly, Quality, Variety of Food and Unique Ambience.

As additional input to Marche for expansion plan, we also recommended the new outlet location based on our survey and the survey conducted by Survey One (a Surveyor), discussion with culinary expert and also learned from the successful Marche's outlets abroad.





Research Location : PT. Wahana Sempurna

Supervisor: Handry Satriago

Accepted: 02 October 2004



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