PROPOSED MARKETING STRATEGY TO INCREASE SALE PERFOMANCE AT CONTRAST COFFEE BANDUNG

• Main Author: Ikhsan, Zurratul
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66755
• Institution: Institut Teknologi Bandung

Indonesia is one of the top four countries produce coffee beans globally. In addition, Indonesia has a role in the coffee shop industry which is increasing every year. Behind all of, Indonesian coffee consumption has also increased where this has become a trend to drink coffee in coffee shops for the current generation, which dominates from generation z, millennial and x. Contrast Coffee is one of the coffee shops in Bandung has been established since 2016. Experienced moving locations in 2019. Then a pandemic emerged in 2020 which had an impact on business performance. In addition, new entrants as well as existing competitors, coffee shop competition continues to increase. So this study aims to determine the situation of Contrast Coffee's business conditions before, during and after the pandemic and then can propose marketing strategies to Contrast Coffee to improve sales performance. This research uses both qualitative and quantitative approaches. Data collection methods are carried out by means of interviews, observations, surveys and questionnaires. Then other data is obtained from books, journals, reports, trusted internet sources and data can be taken from Contrast Coffee. This research also conducts analysis from internal and external. External analysis includes those used by PESTEL, Five Force Porter, Competitor Analysis and Customer Analysis. While the internal analysis includes those used by STP, Marketing Mix 7P and VRIO. After, the results from external and internal situations are summarized in a SWOT analysis, then these results are formulated using the TOWS analysis matrix and integrated into the Marketing Mix 7P strategy to be implemented by Contrast Coffee. The conclusion of this study resulted in 13 alternative strategies proposed to Contrast Coffee. However, there are 4 main points of strategy were chosen to be implemented first due to the condition of Contrast Coffee. This strategy includes creating premium ready-to-drink coffee products packaged in cans, developing coffee products with many new flavor variants as choices for customers, taking advantage of social media marketing by increasing video content focused on the tiktok and Instagram reel platforms and conducting and offering sales promotions online regular.