MARKETING STRATEGY TO INCREASE SALES OF KOPI NALAR

• Main Author: Shafwan, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46844
• Institution: Institut Teknologi Bandung

Kopi Nalar is a business unit engaged in the Coffee Shop located in Senopati, South Jakarta. Nowadays, Kopi Nalar has a problem related to decline in annual sales during the period 2016 - 2018. The purpose of the study are first, to determine the root cause of the problem of Kopi Nalar. Second, to analyze internal and external business conditions of Kopi Nalar. Third, to proposed marketing program to increase a sales and fourth, to set up a implementation program. A qualitative approach and descriptive survey method are used as a research methodologhy of this research. Internal and external analysis of Kopi Nalar as a data analysis tool to develop marketing and implementation program. Data collection techniques using interview and informants of this research are the owners, employees and customers of Kopi Nalar. The results showed that the root cause of problems in Kopi Nalar was the perception of customers who thought that Kopi Nalar as a cafe to hangout . This is strengthened by the fact shows that the majority of Kopi Nalar consumers are students. Kopi Nalar as a hangout place is also supported by facilities, interior design and layout that attract consumers from the student segment. Based on internal analysis (Segmenting, Targetting and Positioning; Marketing Mix; Resource Based View; and Porter Value Chain) and external analysis (PESTEL, Porter Five Force, Competitive Analysis, and Consumer Analysis) strategy formulation can be formulated through SWOT analysis and Root Cause Analysis and then designed to develop implementation program through TOWS Matrix analysis.