PROPOSED MARKETING STRATEGY FOR IMAJI KOPI TO IMPROVE REVENUE GROWTH

• Main Author: Wiyatmoko, Inta
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/52933
• Institution: Institut Teknologi Bandung

As the fourth-largest coffee producer in the world with an increase in domestic coffee consumption, Indonesia becomes a potential market for entrepreneurs to enter the coffee industry. Imaji Kopi is a coffee shop in Bontang, that serves a broad range of high-quality coffee menu, founded by Febri Aji Saputra in October 2016. Imaji Kopi facing a business issue of the fluctuated sales in 2018-2020 with a decreasing sales tendency. The research objectives of this study are to determine the effective marketing strategy for Imaji Kopi to improve revenue growth and arrange an implementation plan for the proposed marketing strategy. The primary data collection for this study was conducted through interviews, surveys, and observation. The secondary data were obtained from reliable sources on the internet, news, journals, articles, and books. The external environment analysis using general and industry environment are used to identify whether the coffee industry in Bontang is still an attractive business or not. Based on the external environment analysis result, the coffee industry in Bontang has a great chance to grow but challenging and competitive due to more intense competition. According to the internal organization analysis using VRIO framework and Value Chain analysis, Imaji Kopi has several competitive advantages, such as premium quality coffee, brand equity, in-depth coffee knowledge, and customer loyalty. The external environment and internal organization analysis are valuable input for SWOT analysis to determine the strategic factors for Imaji Kopi in doing business in the coffee industry in bontang. TOWS analysis, STP approach, marketing mix 7P, and product-market strategy are used to develop the alternative marketing strategy for Imaji Kopi. The business-level strategy for Imaji Kopi, based on the competitive advantage and competitive scope, is the differentiation strategy. The proposed marketing strategies for Imaji Kopi to increase revenue growth are maintaining the coffee quality and baristas skill, optimizing social media channel, build loyalty program and special price policy, explore new customer bases, develop new products, and apply employee retention program and performance bonus. The proposed marketing strategy, action plan, and timeline are documented in the implementation plan. This document will help Imaji Kopi to keep on the right track during the implementation of the proposed marketing strategy.