PROPOSED ALTERNATIVE STRATEGY OF CARRIABLE PACKAGE COFFEE BUSINESS (CASE: CICIPI KOPI)

• Main Author: Gunawan, Febriandani
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41675
• Institution: Institut Teknologi Bandung

Coffee is one of the most popular drinks in the world. Coffee is preferred not only because of its delicious taste, but also because of its usefulness. This is because coffee has caffeine which can make people feel more excited and ready to face all activities. Coffee is also popular in Indonesia. Indonesia is also one of the most coffee producing countries in the world. The quality and taste of Indonesian coffee is not inferior to other countries. In 2016, coffee shops in Indonesia began to develop, especially in big cities. This happens because the trend of coffee is rising. Seeing this opportunity, many businesses start their businesses in the coffee field. Cicipi Kopi is one business that runs in the field of coffee, precisely coffee drinks. Coffee sold has good taste and quality, and is valued at reasonable prices for the quality and taste that it gets. Like most other businesses, Cicipi Kopi also faces problems in its business process. The problem faced is reduced sales from time to time. In this study, the author will analyze and propose a strategy to help taste coffee. In analyzing and discussing the problems faced, the author will use several external and internal methods, such as; Pestel, Porter 5 Forces, Competitor and Customer Analysis, and resource analysis. The author will also use a SWOT and TOWS analysis before drawing conclusions and proposing a development strategy for Cicipi Kopi.