PROPOSED MARKETING STRATEGY FOR COFFEE SHOP IN JAKARTA (STUDY CASE: SICANGKIR COFFEE)
Most Indonesian people, especially the millennial generation, has adopted hanging out and drinking coffee into their way of life as a way to support their daily activities. coffee consumption hit 3,3 million bags @60kg, and the end of the year of 2021 it reached 5 million of bags.. Sicangkir Coff...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/75867 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Most Indonesian people, especially the millennial generation, has adopted hanging
out and drinking coffee into their way of life as a way to support their daily
activities. coffee consumption hit 3,3 million bags @60kg, and the end of the year
of 2021 it reached 5 million of bags.. Sicangkir Coffee is a coffee shop that placed
in Pasar Minggu, South Jakarta which following the trend since 2018. After
Pandemic covid-19 hit indonesia in 2020, sicangkir sales decline a lot and trying to
regain the sales they used to have. Sicangkir have challenges due to proliferation of
coffee shops in Jakarta.
Finding an appropriate marketing strategy to improve Sicangkir Coffee sales is the
goal of this study. Internal and External analysis is carried out to understand
business problem broadly and deeply. Analysis of the internal focus on STP
(Segmenting, Targeting and Positioning) and Marketing Mix (7P), while the
external analysis focus on PEST analysis, Porter Five Forces and Competitor
Analysis. In this research both primary and secondary data were collected for
analysis. All the analysis result are summarized in SWOT framework (Strenghts,
Weakness, Opportunitites and Threats) and further analyzed using TOWS matrix
to generate several strategies proposals. |
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