PROPOSED MARKETING STRATEGY AND RECOMMENDATION FOR SEJOLI COFFEE

• Main Author: Faizal Nursalam, Fahmy
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46534
• Institution: Institut Teknologi Bandung

This report will not only help me complete the final project, but also to submit an analysis and help a coffee shop, located in Cimahi to improve its performance, especially in the field of marketing. Today, we can see that practical coffeeshop is a major need for everyone. Almost all of us are digging into places to meet people outside and especially to post them on social media. We can say that needs have shifted, that hanging out is a major need for most people, whether they just like the place, the drinks, the atmosphere or just their social media feeds. Before this, there were only a few coffee shops that could be found in Jakarta, but these days we have lost count. Too much. Then I found coffeeshop, but haven't worked with their monthly income. This coffeeshop is called: Sejoli Coffee, which is located on Jl. Encep Kartawiria No.206, Citeureup, Kec. Cimahi Utara, Kota Cimahi, West Java. They have been running for more than 2 years now and are still running but still don't get profit until now. For now, Sejoli Kopi has experienced competition over the past two years with their competitors. Sejoli Coffee is not a market leader, which is why we need to make unique strategies that can only be found at Sejoli Coffee so that it will reach more viewers. Coffeeshop operational costs are also a problem for management. Internal strengths and weaknesses in this business will be discussed together with external threats and opportunities in this report. This report also intends to provide a comprehensive strategic recommendation on Coffee Sejoli based on various analytical methods such as, PEST, SWOT, TOWS Matrix analysis. Therefore, the author will try to propose several solutions that can be done by Sejoli Coffee relating to new marketing strategies, including creating different and unique promotional programs, improving the quality of service, improving the quality of beverages (especially coffee) and food, thus differentiating Sejoli Coffee with other coffeeshop.