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All Journal TEKMAPRO Journal of Industrial Engineering and Management Jurnal Teknik Industri: Jurnal Keilmuan dan Aplikasi Teknik Industri Journal of Humanities and Social Studies International Journal of Economics Development Research (IJEDR) Nusantara Science and Technology Proceedings Juminten : Jurnal Manajemen Industri dan Teknologi KARYA: Jurnal Pengabdian Kepada Masyarakat Nautical: Jurnal Ilmiah Multidisiplin Indonesia IIJSE JEBD
Iriani Iriani
Program Studi Teknik Industri Fakultas Teknik Universitas Pembangunan Nasional “Veteran” Jawa Timur
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Journal : International Journal of Economics Development Research (IJEDR)

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Marketing Strategy Analysis Using SWOT Analysis Method Dewi Margaretha Prabowo; Iriani Iriani
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 2 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i2.5230

Abstract

Currently, drinking coffee has become an integral part of the millennial lifestyle. This trend has led to a proliferation of coffee shops, especially in Surabaya. At the heart of Surabaya is Kota Kopi Ambengan, a modern cafe with a unique vintage charm. However, Kota Kopi has experienced a decline in sales turnover over the past few years. The current marketing strategy needs to be reevaluated. This study aims to develop a strong marketing strategy for Kota Kopi. The research employs the SWOT method to analyze the cafe's internal and external factors, including Strengths, Weaknesses, Opportunities, and Threats. By determining the weight and rating of these factors using the IFAS and EFAS matrices, the cafe's position relative to its competitors and potential strategies are identified using the grand strategy matrix. The internal and external factor weighting scores are both 4,000. According to the grand strategy matrix, Kota Kopi's position in quadrant I suggests it should adopt aggressive strategies. Recommended strategies include modernizing the cafe's interior while maintaining its vintage feel, ensuring product safety and cleanliness, enhancing hygiene in food and beverage production, and offering exclusive incentives to nearby office workers and high school students.
Co-Authors Adiancha Reival Atvidi Ahmad Firdaus Khubet Amanullah Fathurrahman Bahrul Ulum Bryan Arya Pangestu Dewi Margaretha Prabowo Didik Samanhudi Doddi Yusuf Ramadhan Dwi Sukma Donorianto Dwi Sukma Donoriyanto Enny Aryanny Erlina Purnamawati Farida Pulansari Fauzia Zalnya Putri Femmy Ramadha Lumantya Handoyo Handoyo Hani Iszatul Chasanah Prisani Irma Dian Irma Tiara Ekayasah Mega Cattleya Prameswari Annissaa Islami Muhamad Dirang Nabilah Widyayuniar Nikita Dinda Purnamasari Nur Hapsari Pramana Ajie Putra Pramesty Puteri Pertiwi Redi Prasetiyo Rizky Hari Rizky Setiawan Shuhuvim Mukarromah Sri Redjeki Sumiati Sumiati Taufikurrahman Taufikurrahman Vera Faradillah Viranty Bina Anggraeni Yekti Condro Winursito