PROPOSED NEW MARKETING STRATEGY FOR SUSTAINABILITY COFFEE SHOP BUSINESS (CASE STUDY: KOPI SERIBUPAGI)

• Main Author: Karunina, Fadila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53569
• Institution: Institut Teknologi Bandung

Indonesian coffee consumers are entering the "third wave of coffee consumption", as seen in the rise of specialty roasters and artisanal coffee shops that emphasize local in the Big Cities. The increasing level of coffee consumption in Indonesia is related with the lifestyle of Indonesia people in urban area which makes coffee shop becoming a place to gather with friends, meeting with colleaguas, etc. Seribupagi coffee is one of the MSMEs engaged in the culinary sector with a focus on the coffee business that has started its business at the end of 2019. The PSBB regulation implemented by the government to reduce the spread of the COVID-19 virus caused a sharp decline in sales in the first quarter of the opening year and SeribuPagi also has a problem with a marketing program that is non conceptualized yet. The purpose of this study is to propose a new marketing strategy to increase Seribupagi sales. This research method uses a qualitative approach and descriptive survey method by analyzing the internal and external business conditions of Seribupagi. The data collection technique was carried out by interviewing the owner and questionnaire surveys to customers. Internal analysis conducted in this study is the STP analysis (segmenting, targeting, and positioning), 7P Marketing Mix, and VRIO analysis. While the external analysis used is PEST analysis, Porter's Five Forces analysis, competitor analysis and customer analysis. The results of the internal and external analysis are formulated into a SWOT analysis, which is then designed to develop implementation through the TOWS matrix analysis. The results of the internal analysis show that Seribupagi's internal conditions are classified as weak, because Seribupagi does not have a well-conceptual marketing program, and based on an analysis of external conditions, Seribupagi is classified as less conducive because many competitors have long started coffee businesses in the vicinity and the COVID-19 pandemic. Therefore, based on the results of the TOWS Matrix analysis and the 7P Marketing Mix, Seribupagi needs conduct product development and create new marketing strategies. In conclusion, based on the analysis new strategies that can be applied by Seribupagi are summarized in the new marketing mix, such as improving digital marketing strategies, making changes to seating layouts, training and recruiting new people specifically to handle social media marketing and promotion, and increasing variants of Seribupagi's food products.