Product Development at Taco Casa Seminyak, Bali

Vidya, Putu Paramarthika (2024) Product Development at Taco Casa Seminyak, Bali. Masters thesis, Politeknik Negeri Bali.

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Abstract

Bali destination was marked by the start of the Covid-19 pandemic in 2020. Since 2022, this global disaster has slowly disappeared so that restaurants in Petitenget and Seminyak tourist areas in Badung Regency have begun to grow. With the return of international tourists to these areas, Taco Casa Seminyak is reorganizing its business by occupying a new location in 2022 and starting product development in 2023. This research uses data generated from data collection techniques in the form of interviews, participant-observation, document study, and focus group discussion. Supported by product development theory as part of the Ansoff Matrix and consumer-oriented new product development theory, the data was analyzed using interactive analysis techniques consisting of data condensation, data presentation and inference. The research results show that since 2023 Taco Casa Seminyak's existing products consist of Tacos (Soft and Crispy), Taco Salad Bowl, Nachos Grande, 8-Layer Burrito, Cheesy Enchiladas, Quesadillas, and Fajitas with four variants each and the new product consists of Nachos (Small), Naked Burrito Bowl, Wet Burrito, and Fiesta Salad with four variants each. The number of products is 44. As one of the most favorite foods, Tacos consists of two variants, namely Soft Tacos and Crispy Tacos, so the total number of products is 48. Product development at this restaurant actually occurred due to external factors, namely the increase in the number of visits to this restaurant since 2023 is when this pandemic will begin to end. However, on the other hand, this product development had actually been planned in such a way before the pandemic occurred. Practically external factors in the form of a pandemic accelerate the product development process at this restaurant. This product development takes place in stages searching for ideas/inspiration, creating new product concepts/designs, target markets, and business analysis related to existing and new products, determining promotion, marketing and sales strategies products, market testing; and sales to the market (consumers). Currently, product sales, both existing products and new products, are relatively popular in the market, which is proven by the development of the restaurant business which is going quite well, especially since trials such as the pandemic are no longer there. The product development carried out is not a conventional product development but rather consumer-oriented new product development activities that always take into account the existence of the market, namely international customers who have an appetite for Mexican food. This applied research gave birth to a model in which product development at Taco Casa Seminyak is described as a relationship between the existing market and existing products on the one hand and new products on the other hand which can be formulated into "existing product + new product x existing market = product development". This means that product development is none other than existing products are added to new products that are marketed to the existing market.

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