PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE BRAND AWARENESS (CV JFE)

• Main Author: Aldiandra Putra, Fikra
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83448
• Institution: Institut Teknologi Bandung

This research explores the diverse world of coffee production. While climate change is a significant threat, with rising temperatures and unpredictable weather patterns impacting crops, and sustainability also becoming a global issue, there are also exciting opportunities. This research examines how these changes may impact coffee-producing regions such as Indonesia, with a particular focus on the impact on leading coffee producers such as JFE and the potential role of evolving marketing technologies. In addition to climate issues, JFE also faces competition. However, this research highlights JFE's strengths: the exceptional quality of its coffee beans, innovations in blends and new brewing methods, and potential expansion into ready-to-drink options. These strategies position JFE to navigate the competitive landscape. The digital age presents a game changer. Platforms such as social media and SEO as digital marketing allow JFE to connect with a global audience of coffee enthusiasts. By showcasing JFE's commitment to high-quality coffee, sustainable practices, and dedication to farmers, they can build brand awareness around the world and grow a loyal customer base through targeted communications and exclusive offers. This digital presence is critical to JFE's success in the everevolving coffee landscape.