ROPOSED BUSINESS STRATEGY FOR KOPI KEMANG TO GROW IN CAFÉ BUSINESS IN JAKARTA

• Main Author: Gebriela, Agnes
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49939
• Institution: Institut Teknologi Bandung

The coffee shop business is phenomenal in an urban city nowadays. Not only big companies, individual entrepreneurs also started coffee shop businesses. Kopi Kemang is a business located in Kemang, South Jakarta that was founded in 2017 by Mr. Arya. Kopi Kemang sales start increase every year from the Kopi Kemangstart the business and also people awareness about the brand is increasing. But, in Q1 of 2019 Kopi Kemang declining in sales amount around 30%. In addition, the number of competitors in the coffee business is increasing. Therefore, a new strategy is needed to help Kopi Kemang competes and expands the business. In this study, data in the form of monthly sales information, market competition, promotion, HR, and other data were obtained from shop owner. To help identify the condition of Kopi Kemang, this research was conducted by qualitative method namely interview and observation methods in the Kopi Kemang area. Evaluation of external conditions is done by conducting a PEST analysis and Porter's five forces analysis. The business strategy is formulated using the Diamond Strategy model and the TOWS matrix. In the growing café industry, Kopi Kemang is less able to respond to the market, because it has weaknesses mainly due to lack of marketing manpower and rare of marketing promotion. The suitable strategy for Kopi Kemang now is internal development. To be able to grow in the café business, it is recommended that Kopi Kemang recruit new employees who handle marketing activities especially for big events to increase their sales and marketing activities. To differentiate among their competitors, Kop Kemang must make customer membership loyalty as a good relationship with loyal customers.