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All Journal International Journal of Social and Management Studies (IJOSMAS) Journal of Business Integration Competitive
Jessica Andre
Institut Bisnis Informasi Teknologi Dan Bisnis Medan
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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Journal : Journal of Business Integration Competitive

 1 
A CRITICAL ANALYSIS OF MARKETING STRATEGIES IN ENHANCING THE COMPETITIVE ADVANTAGE OF CAFE PONDOK REZEKI DELI TUA Purnama Sari; Ratih Amelia; Jessica Andre; Tina Linda; Ahmad Fadli
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.18

Abstract

Marketing strategy plays a crucial role in influencing the success and competitiveness of a business. Effective marketing strategies enhance a company's ability to expand its market share and achieve desired profitability. This study aims to identify appropriate marketing strategies for Cafe Pondok Rezeki Deli Tua to strengthen its competitive advantage. A descriptive qualitative approach was employed, utilizing SWOT analysis through the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices. The findings reveal that a Growth-Oriented Strategy is the most suitable approach, as the business is positioned in Quadrant I with positive results. It is recommended that Cafe Pondok Rezeki Deli Tua further enhance its marketing efforts, particularly focusing on the marketing mix elements, to effectively compete with other cafés in the region.
Co-Authors Ahmad Fadli Alex P Alex P Erix Erix Purnama Sari Ratih Amelia Soecipto Wijaya Stevannie Citra Tina Linda