PROPOSED MARKETING STRATEGY TO INCREASE CAFE SALES (CASE STUDY: CAFE SEMBILAN BINTARO)

• Main Author: Meiza Hazelia, Audrey
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83979
• Institution: Institut Teknologi Bandung

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.