STRATEGI PEMASARAN UMKM COFFEE SHOP (Studi Kasus Pada Coffee War, Kemang)
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Riski Hasanah, .
Subject
HC Economic History and Conditions
Datestamp
2022-01-14 08:34:55
Abstract :
Marketing Strategy at Coffee War Kemang, South Jakarta. Today many coffee shops have been established. One of them is Coffee War. High demand and intense competition among coffee shops bring Coffee War management in a position to prepare themselves to compete with other companies in the same line of business. The main objective of this research is to analyze and formulate the company's best marketing strategy with regard to the internal and external environment. The method used in this research is qualitative with IFE matrix, EFE matrix, IE matrix, SWOT matrix, and QSP matrix. The IFE and EFE matrices indicate that the company has good internal conditions and moderate external conditions. IE matrix shows that the company is in a position to grow and develop. Five alternative strategies were formulated from the results of the SWOT matrix with the first priority strategy being to increase promotion activities
Marketing Strategy at Coffee War Kemang, South Jakarta. Today many coffee shops have been established. One of them is Coffee War. High demand and intense competition among coffee shops bring Coffee War management in a position to prepare themselves to compete with other companies in the same line of business. The main objective of this research is to analyze and formulate the company's best marketing strategy with regard to the internal and external environment. The method used in this research is qualitative with IFE matrix, EFE matrix, IE matrix, SWOT matrix, and QSP matrix. The IFE and EFE matrices indicate that the company has good internal conditions and moderate external conditions. IE matrix shows that the company is in a position to grow and develop. Five alternative strategies were formulated from the results of the SWOT matrix with the first priority strategy being to increase promotion activities
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