STRATEGI PEMASARAN KOPI SUSU PADA CAFE OSTEN
KAFFIE KECAMATAN TANGGUL KABUPATEN JEMBER
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Institusion
Politeknik Negeri Jember
Author
Muliasih, Asti Zamas
Subject
574 - Pemasaran
Datestamp
2022-08-25 02:15:36
Abstract :
This study aims to determine the strengths and weaknesses (internal environment) as well as opportunities and threats (external environment) as well as formulate an appropriate marketing strategy for osten kaffie through SWOT analysis ( Strengths, Weaknesses, Opportunities and Threats) analysis techniques Quantitative Strategic Planning Matrix were used to identify the appropriate management strategy at Oten Kaffie, Tanggul District, Jember Regency. The results of this study are used to determine the priority of the coffee milk marketing strategy on osten kaffie. The method used in this research is descriptive quantitative. The author's data collection using interviews and documentation. The results showed that the company is in the cell II position in the IE matrix, which is the stage of growth and development. The main strategies in QSPM are (1) Maintaining and improving product characteristics and quality utilizing production technology with a score of 6.08, (2) Maintaining affordable prices that are of equal quality so that they can compete with new competitors with a score of 6.04, (3) Maintaining taste and quality of products and promotions using social media in order to compete with similar businesses with a score of 5.95.
This study aims to determine the strengths and weaknesses (internal environment) as well as opportunities and threats (external environment) as well as formulate an appropriate marketing strategy for osten kaffie through SWOT analysis ( Strengths, Weaknesses, Opportunities and Threats) analysis techniques Quantitative Strategic Planning Matrix were used to identify the appropriate management strategy at Oten Kaffie, Tanggul District, Jember Regency. The results of this study are used to determine the priority of the coffee milk marketing strategy on osten kaffie. The method used in this research is descriptive quantitative. The author's data collection using interviews and documentation. The results showed that the company is in the cell II position in the IE matrix, which is the stage of growth and development. The main strategies in QSPM are (1) Maintaining and improving product characteristics and quality utilizing production technology with a score of 6.08, (2) Maintaining affordable prices that are of equal quality so that they can compete with new competitors with a score of 6.04, (3) Maintaining taste and quality of products and promotions using social media in order to compete with similar businesses with a score of 5.95.
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