PROPOSED MARKETING STRATEGY FOR TASTE COFFEE IN BONTANG
Nowadays, coffee shop become trending business. In Indonesia, coffee shop can be found in almost every region. According to Agricultural Ministry data, coffee consumption continuously increases year by year, and it is predicted reach 369,886 ton in 2021. Besides that, coffee production is also i...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/62593 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Nowadays, coffee shop become trending business. In Indonesia, coffee shop can be found in
almost every region. According to Agricultural Ministry data, coffee consumption continuously
increases year by year, and it is predicted reach 369,886 ton in 2021. Besides that, coffee
production is also increase. According to Agricultural Ministry of Republic Indonesia, coffee
production in Indonesia increased 5.31% in 2018 to 756,051 ton Increasing coffee consumption
and coffee production give a chance for coffee shop business growth.
Looking at the opportunity, Taste coffee was held to meet coffee shop demand in Bontang.
Taste Coffee is one of the modern coffee shops located in Pattimura, Api-Api, North Bontang, East
Borneo which serve various coffee drink and delicious western food menu. However, competition in
coffee shop business is getting tougher with numerous new players in Bontang. Taste Coffee
shall has appropriate marketing strategy to win the competition.
Meanwhile, Taste Coffee owner targeted the sales revenue of 400 million IDR. However, actual
revenue still below the target. Therefore, this study is developed to evaluate the suitable
marketing strategy for Taste Coffee to increase revenue.
Even though the revenue has reached the highest up to around 330 million IDR on January 2020
before COVID-19 outbreaks, it still below the sales target which is 400 million IDR. Therefore,
he still expects to increase the revenue |
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