PROPOSED BUSINESS STRATEGY TO INCREASE SALES AT COFFEE SHOP (CASE STUDY: BAGI KOPI IN YOGYAKARTA)

• Main Author: Tama, Widya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/84116
• Institution: Institut Teknologi Bandung

Opening a coffee shop is one of the most popular business ventures in Indonesia, driven by the nation's growing coffee culture. However, coffee shop owners face challenges in developing effective strategies to sustain their businesses, ensuring consistent revenue, positive customer feedback, and steady product sales. Bagi Kopi, a coffee shop brand founded in Bandung in 2020, has quickly expanded its presence with multiple branches across various cities. Despite its rapid growth, there is a significant disparity in sales performance between branches, with the Yogyakarta branch underperforming compared to Bandung. This research aims to propose a business strategy to boost sales at Bagi Kopi, focusing on the Yogyakarta and Bandung branches. Utilizing a comprehensive root cause analysis through internal and external tools such as SWOT, VRIN, PESTEL, and Porter’s Five Forces, this research identifies the factors contributing to the sales discrepancy and provides actionable insights to bridge the performance gap. The research employs a mixed-methods approach, integrating both quantitative data from customer questionnaires and qualitative insights from semi-structured interviews with Bagi Kopi stakeholders. The quantitative data was analyzed using descriptive statistics, cluster analysis, and gap analysis to understand consumer perceptions and behaviors. The qualitative data provided valuable insights through stakeholder interviews, revealing underlying factors affecting sales performance. The findings indicate that differences in customer demographics, preferences, and market conditions between Yogyakarta and Bandung significantly impact sales outcomes. Based on these insights, the research proposes targeted strategies for Bagi Kopi in Yogyakarta, focusing on enhancing customer engagement, improving service quality, and leveraging local market opportunities. The proposed strategy includes specific actions such as marketing initiatives, regular staff training, and effective facility management to align the Yogyakarta branch’s performance with Bandung's.