DEVELOPMENT STRATEGY FOR SUASANA KOPI

• Main Author: Eriawan, Jordy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35531
• Institution: Institut Teknologi Bandung

Lifestyle has a tendency for some people who live in big cities like Jakarta that can change the paradigm of society in ancient times, such as coffee. With the times and technological advances, this type of beverage has been present, namely in the millennial era, the tendency to drink coffee to eliminate sleepiness has turned into a lifestyle. An opportunity, Suasana Kopi is one of the coffee shops in Jakarta. Nevertheless, there are enormous challenges such as those from competition and the lack of business strategy. In this research used qualitative and quantitative approaches. Quantitative used random sampling technique. Meanwhile, the qualitative approach is to gain understanding into Suasana Kopi. The strategic framework that is AFI (analyze, formulate, and implement) and also analyzing the external and internal environment. PEST analysis and Porter's Five Forces to define opportunities and The Resources-Based View and Business Model Canvas are carried out to determine strengths and weaknesses also for development strategy STP and Marketing Mix 4P’s. From the analysis above, SWOT will sum up to see the results of work dates. The author used the TOWS matrix in the context of the business for the Suasana Kopi. The results of the strategy formulation from the TOWS Matrix, the author proposed into Business Model Canvas. At last, the suitable of business strategy to be able to overcome problems and plans that can support their activities and performance. This plan will be carried out to increase brand awareness of Suasana Kopi, marketing campaign optimization, and also increase market potential by opening new branches.