DEVELOPING MARKETING STRATEGIES FOR A COFFEE SHOP A CASE STUDY OF PORTAKAMP – COFFEE & BEYOND

• Main Author: Khalisha Husein, Sarah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83810
• Institution: Institut Teknologi Bandung

The younger generation in Indonesia are enthusiastically adopting the fourth wave of coffee culture. This includes the consumption of locally sourced high-quality coffee. Hence Portakamp is trying to take advantage of the industry trend. However, it has not been easy for Portakamp to run a growing business in the long term. The coffee shop has been struggling with the stagnancy of sales turnover. Further analysis and research is required to solve their problem of stagnant sales turnover and high concentration risk in one segment. This study aims to identify a probable target market segment and the most effective marketing strategy to increase the market segment’s purchase interest which will result in higher sales turnover for Portakamp. To recommend appropriate marketing strategies that can persuade potential customers to purchase Portakamp’s products, the author first analyses the internal environment and the external environment. Then data collection is conducted using a mix methodology, qualitative and quantitative methods. Interviews are conducted to the internal stakeholders of Portakamp including the two owners and social media marketer to get an in-depth understanding of the problem from the internal perspective. Results of the interview determine to whom the questionnaire is distributed. The questionnaire is distributed to 206 university students from Prasetya Mulya, Universitas Multimedia Nusantara, and Binus Alam Sutera. After obtaining all of the information, marketing strategies are proposed to penetrate the targeted market segment. The strategies include social media marketing and catering to consumer preferences. The insight of this research would help Portakamp to attract new customers and achieve sustainable growth.