PROPOSED MARKETING STRATEGY TO INCREASE SALES PERFORMANCE OF COFFEE SHOP (STUDY CASE: COZY CAFE)
The coffee industry is currently entering its fourth wave, where the market size of the coffee shop business increases in line with the increase in coffee consumption. The younger generation has adopted a coffee-drinking culture synonymous with milk coffee drinks in various flavors that are currentl...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/63652 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The coffee industry is currently entering its fourth wave, where the market size of the coffee shop business increases in line with the increase in coffee consumption. The younger generation has adopted a coffee-drinking culture synonymous with milk coffee drinks in various flavors that are currently trending.
Cozy Cafe is one of the local coffee shop brands in South Jakarta founded in 2020, named Kongkow Coffee initially. At the beginning of 2020, the Covid-19 pandemic emerged, which impacted the decline in the performance of the Cozy Cafe business. Competition in the coffee shop business market is also increasing. This study aims to determine Cozy Cafe's business conditions during the pandemic and propose new marketing strategies to Cozy Cafe to improve sales performance.
This research uses qualitative and quantitative approaches with descriptive analysis methods. The data collection method comes from primary and secondary data. This study analyzes the internal and external factors of the Cozy Cafe business. The internal analysis uses the STP framework, Marketing Mix 7Ps, Value Chain Analysis, and VRIO Analysis, while the external analysis uses the PESTEL framework, Porter's Five Forces, Competitor Analysis, and Customer Analysis. The results of the two analyzes are then summarized into a SWOT Analysis and using a Root Cause Analysis, which is then formulated through the TOWS Matrix and integrated into the new 7Ps Marketing Mix to be implemented by Cozy Cafe.
The conclusion of this research resulted in 16 new marketing strategies for Cozy Cafe, which include: launching plans for product expansion strategies, optimizing digital marketing and social media to increase customer awareness, developing new product variants, redesigning interior outlets according to trends, making bundling prices and discount promos, maximizing all online delivery platforms, creating customer loyalty programs, developing customer relationships to increase loyalty, and conducting employee training. |
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