PROPOSED MARKETING STRATEGY FOR COFFEE SHOP IN TANGERANG (Case Study : Kedai Seruput)

• Main Author: Darpita Putra / 29116109, Pradipta
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29953
• Institution: Institut Teknologi Bandung

Coffee shop business become one of the business which have quite a lot interest <br /> <br /> nowadays, this can be seen with many coffee shops that appear recently. This <br /> <br /> phenomenon also supported with the huge number of coffee lovers and also lifestyle <br /> <br /> for people who love to hang out with friends or colleagues after activities. Kedai <br /> <br /> Seruput is one of the players in coffee shops business. The owner makes use of his <br /> <br /> own house to become coffee shops. As coffee shops with home concept, Kedai Seruput <br /> <br /> create homey ambience who make the customers feels like their own home. Until <br /> <br /> recently, the majority Kedai Seruput’s loyal customer are from the owner <br /> <br /> acquaintance. With the huge number of competitors in this industry, Kedai Seruput <br /> <br /> need to increase they market share and get new loyal customer to make the business <br /> <br /> sustain for long period of time. <br /> <br /> Based on external analysis, found if this industry has intense competition. Competitor <br /> <br /> not only come from coffee shops only but also from other places such as café or <br /> <br /> restaurant because they also offer similarity services and products. Moreover, from <br /> <br /> internal factor, Kedai Seruput also only depend on Instagram without another <br /> <br /> promotional program. With using own house, Kedai Seruput have several limited <br /> <br /> facilities issues. From internal and external factors analysis in Kedai Seruput, then <br /> <br /> obtained SWOT analysis. From SWOT analysis can be found if Kedai Seruput not <br /> <br /> optimal yet for looking new customer and retained it. From customer analysis also <br /> <br /> found several important facilities which feels important and can be improved more by <br /> <br /> Kedai Seruput. <br /> <br /> From matrix TOWS analysis, author proposed several alternative marketing strategies <br /> <br /> that can be implemented by Kedai Seruput. Those alternatives are improving <br /> <br /> promotion by represent several strong points on Kedai Seruput and ads placement in <br /> <br /> social media, collaborate with social influencer in media social, develop loyalty <br /> <br /> program and product promotion, and improving facilities in Kedai Seruput.