PROPOSED MARKETING STRATEGY FOR INITIATION DEVELOPMENT AND INCREASE SALES PERFORMANCE (CASE STUDY: M COFFEE)

• Main Author: Mulya Muis, Fatur
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61100
• Institution: Institut Teknologi Bandung

The coffee industry has been identified as entering the fourth wave milestones, where the market size of coffee shops has increased, and many new brands have expanded to open hundreds of branches with the concept of coffee to go (take-away). The younger generation has embraced the fourth wave of coffee culture, which is identical to iced coffee-based drinks in a wide variety of flavors are now in trend M Coffee is one of the local coffee shop brands in Parepare, South Sulawesi, which was established in 2019. The emergence of the pandemic in early 2020 and the increasing intensity of competition caused a decline in performance in the M Coffee business. This study aims to find out the current business situation of M Coffee and propose a new marketing strategy to increase sales and be more competitive in the face of the development of the coffee industry. This research uses a case study approach by providing qualitative and quantitative data. Methods of data collection were conducted using interviews, observations, and surveys. Secondary data used in this study were obtained through books, journals, institutional reports, reliable sources from the internet, and data available from companies. This research also analyzes internally and externally. The internal analysis used is STP, Marketing Mix 7P, and Value Chain Analysis. While external analysis used PESTEL, Five Porter Forces, Competitor Analysis, and Customer Analysis. The results of the internal and external situations are then summarized through SWOT Matrix, which is then formulated through the TOWS Matrix and integrated into the new 7P Marketing Mix to be implemented by M Coffee. The conclusion of this study resulted in 12 new marketing strategies for M Coffee which include: Product line development (upward stretching), bundling pricing for existing products, optimizing digital and social media marketing, create a loyalty program with tier system, and redesigning the physical environment at the current outlet.