Product Development Management at Taco Casa Seminyak, Bali

Abstract

Purpose: Taco Casa Seminyak in Bali, Indonesia, has not had the opportunity to carry out product development because suddenly the Covid-19 pandemic came in 2020 and in 2022 this restaurant had to move location to the same touristic area. This research is intended to analyze and evaluate product development in this Mexican food restaurant from early 2023 to mid-2024.

Research methods: This qualitative 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.

Findings: Since 2020 until 2022 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 since 2023 the products are developed by adding four new products consisting of Nachos (Small), Naked Burrito Bowl, Wet Burrito, and Fiesta Salad with four variants each. The number of all products is 44. The product development carried out is consumer-oriented new product development activities that always take into account the existence of the market, namely international customers.

Implication: The relationship between the existing market and existing products on the one hand and new products on the other hand is formulated into "existing product + new product x existing market = product development".