PROPOSED MARKETING AND SALES STRATEGY FOR COFFEE SHOP BUSINESS IN BANJARMASIN (CASE STUDY: EASTLAND COFFEE)

• Main Author: Rayandra Afnan Putra, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83961
• Institution: Institut Teknologi Bandung

Eastland Coffee is a coffee shop based in East Banjarmasin. Eastland Coffee offers food and drinks from several category such as coffee drinks, non-coffee drinks, snack foods, and heavy meals. The research shows that the coffee consumption in Indonesia is always increasing and the coffee shop industry is flourishing. However, the preliminary analysis shows that the sales of Eastland Coffee keeps decreasing in its first year of operation and not meeting the sales target. On top of that, customer analysis survey shows that the brand awareness of Eastland Coffee is really low. Thus, the objective of this research is to find the problems faced by Eastland Coffee and proposed the proper marketing to strategy to increase the sales as well as the brand awareness. This research starts with the author analyzing the internal environment as well as the external environment of Eastland Coffee. The author interviewed the owner of Eastland Coffee and the manager that oversees the daily activities. The internal environment was analyzed with several frameworks that include RBV, VRIO, Porter’s value chain, STP, and marketing mix analyses. Meanwhile, the external data uses framework such as PESTEL, Porter’s five forces, competitor, and customer analyses. The customer analysis was conducted from the previously distributed questionnaire with 185 respondents. The author then generate the SWOT of Eastland Coffee from the internal and external analysis. The result of the analyses is the proposed marketing strategy for Eastland Coffee. First, the author proposed new segmentation and then new target market for Eastland Coffee. And then, the author also proposed several new aspects from the marketing mix. The author proposed new products such as new signature coffee drink and local cuisines. The author also proposed new promotional activity from advertising and publicity, personal selling, and sales offerings. The author also proposed plans to improve the already good people, process, and physical evidence aspects.