PROPOSED MARKETING STRATEGY FOR TASTE COFFEE IN BONTANG

• Main Author: Singgih Kurnia Putra, Fajar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62593
• Institution: Institut Teknologi Bandung

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