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Putri, Dinda Larasati Esa
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Economics, Econometrics & Finance

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Analysis of Marketing Mix Strategies with a SWOT Approach in Increasing Market Competitiveness at Coffee Shop De'ale Sidoarjo Putri, Dinda Larasati Esa; Kusuma, Yanda Bara
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7031

Abstract

The purpose of this study is to evaluate Coffee Shop De'Ale's marketing mix strategy to improve its competitiveness in the coffee industry. This research uses a qualitative descriptive approach and uses SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis to identify the strengths, weaknesses, opportunities, and threats faced by De'Ale. The analysis results show that De'Ale is in quadrant I in the SWOT matrix, indicating that an aggressive growth strategy is the most suitable for the current situation. Therefore, De'Ale should expand its cafe area, increase its digital promotion through social media such as Instagram and TikTok, and cooperate with influencers or food bloggers to expand the market. By implementing these strategies, De'Ale is expected to become more competitive in the growing coffee industry.
Co-Authors Yanda Bara Kusuma