PROPOSED MARKETING STRATEGY FOR KAFEEGA COFFEE IN ORDER TO SUPPORT THE GROWTH OF WEST JAVA COFFEE

• Main Author: INTAN PRATIWI , JUNIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28362
• Institution: Institut Teknologi Bandung

Kafeega is one of new SMEs in Indonesia, which has to compete in the existing market, food and beverage industry, specifically in coffee. As a new entrant, Kafeega is still lack of brand awareness compared to its competitors. As already mentioned, coffee industry in Indonesia is increasing, the players in this industry are many. Therefore Kafeega need a clear marketing strategy to keep the sustainability and also to compete with the competitor and reach the target market because the market that Kafeega just entered has a very tight competition. <br /> <br /> This research applies the Importance-Performance Analysis to recognize the importance of products and services to client and the performance of a business in providing that products and services (Silva and Fernandes, 2010). This analysis also used to map various variables from the satisfaction of service quality to identify the corrective action that needs to be done (Kotler 1997:95). Based on the Importance-Performance Analysis, found out that Kafeega should focus on its process that takes a long time as mentioned above and their product’s quality. <br /> <br /> This research also proposed marketing strategy for Kafeega and four alternatives solution to overcome the current problems of Kafeega. Those proposed solutions are quality control, digital promotion, focus on West Java coffee, and held an event and experience. <br /> <br /> To execute the proposed solutions, this research also creates the action plan, time schedule, and calculates the estimate budget for Kafeega.