PROPOSED MARKETING STRATEGY FOR THE NEW BRANCH OF CAFÉ KOPI MADI

• Main Author: Haeqal Arifin, Fauzan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77095
• Institution: Institut Teknologi Bandung

During the establishment of Kopi Madi (Tebet) in January 2023, the profit earned never touched the target set each month. By reducing the target number determined for the profit, this still doesn't make Kopi Madi (Tebet) touch the desired profit. If the sales and profit earned by Kopi Madi (Tebet) continue in the future with small numbers and do not touch the target, then Kopi Madi (Tebet) must spend personal funds from the owner to cover expenses for operating expenses from Kopi Madi (Tebet) so that it remains keep going. To avoid problems that Kopi Madi (Tebet) will get in the future, this research will focus on finding out what strengths and weaknesses are owned by Kopi Madi (Tebet) itself. By finding out what internals it has, Kopi Madi (Tebet) can better manage its strengths and improve the weaknesses of Kopi Madi (Tebet). Not only that, this research also finds out what opportunities can be exploited and what threats are being experienced by Kopi Madi (Tebet) from an external perspective. After internal and external are found, the next process is to find a new strategy that will be used by Kopi Madi (Tebet) by using the SWOT and TOWS Matrix. After the strategy is obtained, the last thing to do is to implement the selected strategy for Kopi Madi (Tebet). In this case, discussion is needed between the researcher and the owner to ascertain whether the strategy can be applied to Madi Coffee (Tebet) or not