PROPOSED MARKETING STRATEGY TO INCREASE CAFE SALES (CASE STUDY: CAFE SEMBILAN BINTARO)
Café Sembilan, located in Bintaro, South Tangerang, was established in March 2021 with the vision of becoming an event-based café, hosting various activities like movie-screening, live music, and art exhibitions. Despite its lively offerings, the café has experienced a decline in revenue, main...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/83979 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Café Sembilan, located in Bintaro, South Tangerang, was established in March
2021 with the vision of becoming an event-based café, hosting various activities
like movie-screening, live music, and art exhibitions. Despite its lively offerings,
the café has experienced a decline in revenue, mainly due to an overdependence on
space rentals rather than its core café sales, causing it to fall short of its financial
goals. The objective of this research is to assist Café Sembilan in increasing its sales
and attracting more visitors through an effective marketing strategy.
The research commenced with an analysis of both internal and external analysis.
For internal factors, in-depth interviews were conducted with the café’s internal
stakeholders to examine VRIO, Value Chain, STP, Flower of Service, and
Marketing Mix. For external analysis, data was utilized to evaluate PESTLE,
Porter’s Five Forces, and Competitor Analysis. Additionally, quantitative research
was carried out by distributing questionnaires to 159 respondents for customer
analysis. From this analysis, the strengths, weaknesses, opportunities, and threats
of Café Sembilan were identified.
Drawing from the research findings, the researcher suggested a fresh approach to
segmentation, targeting, and positioning by utilizing Cluster Analysis, which
identified three distinct market segments. The recommended target market for Café
Sembilan was formulated by merging two of these segments. Additionally, the
study proposed for an updated Marketing Mix, which involves simplifying the
menu to emphasize light meals and diverse coffee selections, adopting a
competitive pricing model, implementing an agressive promotional strategy using
social media and experiential marketing methods, and proposing actionable steps
to enhance both the café's interior and exterior design.
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