Promotion Strategy and Recommendation for Escape Coffee

• Main Author: Vania, Grace
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/33068
• Institution: Institut Teknologi Bandung

PROMOTION STRATEGY AND RECOMMENDATION FOR ESCAPE COFFEE GRACE VANIA NIM: 29117252 Date of Passing of Final Test ( 08 / 01 / 2019 ) Date of Graduation Ceremony ( 05 / 04 / 2019 ) Master’s Program, Bandung Institute of Technology, 2018 Thesis Counsellor: Atik Aprianingsih, ST,MM ,DBA ABSTRACT This report beside will help me pass the final project, also to submit the analysis and helping the one coffeeshop, located in South Jakarta to improve its performance especially in marketing fields. Nowadays, we can see that practically coffeeshop becomes a primary need for everyone. Almost all of us dig for a place to meet people outside and especially post it on social media. We can say that the needs have shifted, that hanging out became a primary need for most people, either they just like the place, the drink, the ambience or for their social media feeds only. Before this, there are only a few coffeeshop that can be found in Jakarta, but these days we lost count. Just way too many. Then I found out this particular coffeeshop that located in the heart of Jakarta, but not perform yet with their monthly income. This coffeeshop called: Escape Coffee, located in Jl. Dharmawangsa Raya 42, Dharmawangsa, Jakarta. They have been running for more than 2 years now and still going but still got no profit until now. For now, Escape coffee has been experiencing though competition this past two years with their competitors. Escape coffee is not a market leader yet, that is why we need to come up with a unique strategy that can only find in the Escape Coffee so that will reach more audience. The operational cost of this coffeeshop also a matter of concern for the management. The internal strength and weakness in this business will be discussed along with external threats and opportunities in this report. This reports also intends to provide thorough strategic recommendation on Escape Coffee based on the various analytical methods such as, PEST analysis, SWOT, TOWS Matrix. Therefore, the author will try to propose a number of solutions that Escape Coffee has to do with new marketing strategies, including creating different and unique promotional programs, improving service quality, improving the quality of drinks (especially coffee) and food, thus differentiating Escape Coffee with other coffeeshop.