ANALISIS STRATEGI PEMASARAN HAKA GRILL BERDASARKAN BAURAN PEMASARAN DAN PERSAINGAN PASAR

The growth of the culinary industry in Indonesia shows a positive trend; however, the increasingly intense competition requires business actors to implement effective marketing strategies. This phenomenon is also experienced by Haka Grill, a grill-based restaurant in Malang City that faces challenges related to suboptimal customer satisfaction and a competitive position that still needs strengthening. This study aims to analyze Haka Grill’s marketing strategy using the marketing mix approach, map its competitive position through the Competitive Profile Matrix (CPM), and formulate the appropriate strategy using the Quantitative Strategic Planning Matrix (QSPM). This research employs a descriptive approach with data collected through observation, questionnaires, and documentation. Data analysis was conducted through the input stage (EFE, IFE, CPM), matching stage (SWOT, SPACE, IE, and Grand Strategy), and decision stage (QSPM). The findings indicate that consumers give a positive assessment of Haka Grill, particularly regarding price, product, and location, although weaknesses remain in the availability of healthy menu options and service consistency. The CPM results show that Haka Grill holds a fairly strong competitive position with a score of 3.116. Based on the QSPM analysis, the prioritized strategy is product development, specifically through the addition of healthy menu items and value packages, which is considered the most effective in enhancing competitiveness within a dynamic market environment.