Proposed Marketing Strategy for Zamra Backyard

Abstract

The purpose of this study was to analyze the factors causing the decline in sales performance at Zamra Backyard using Porter’s Five Forces external analysis and VRIO internal analysis. A qualitative approach with a descriptive design through in-depth interview data collection techniques was conducted with the owner, operational manager, regular customers, and potential customers. Observation and documentation studies were also used as supporting data collection techniques in this study. The results of the VRIO analysis indicate that internal competitiveness is weak, especially in the quality of dishes which are considered mediocre, limited menu variety, less accessible locations, and inadequate parking facilities. Meanwhile, Porter’s Five Forces analysis shows highly competitive pressure, characterized by strong customer bargaining power, high threats of new entrants, increasing substitute products, and increasingly tight industry competition due to the large number of cafes with similar concepts and easier access. The implications of the study emphasize the need to improve menu quality and innovation, improve physical access, improve service quality, adjust prices based on customer value, and optimize digital promotions to restore Zamra Backyard’s competitiveness amidst the tight cafe industry.