<![CDATA[Since the beginning of the product opening sale that the selling of Endorfin Coffee have continued to decline. Furthermore, many business players in the area offer similar products with their variations which later on contribute to the high level of sale competition in Metro town itself, such as the national ones like Starbucks to local ones like Janji Jiwa. Therefore, selling Endorfin Coffee requires an appropriate and effective marketing strategy. This research was conducted by using a quantitative descriptive research method that aims to determine the marketing strategies applied to Endorphin Coffee in facing competition among the coffee shops around the area. (Sugiyono: 35) Quantitative research method is a research method that based on the philosophy of positivism is used to examine certain population and samples to test established hypotheses. Endorfin Coffee sale goes in quadrant I position with a Grow and Built development strategy, therefore the appropriate strategies applied are Market Development, Product Development, and Market Penetration. In this position, the company indicates has a strong organization and the opportunity to recommend a progressive strategy, in which the organization is in good condition. This company should be able to see the external factors (opportunities and threats) that exist in the company to win the competition. The factors can be reached by conducting marketing effectiveness through involving the information technology in marketing and designing or making layout of the company product to make it more attractive to the costumers. The company can also penetrate the market not only for students, but also for all members of the society in and outside of the Metro town.]]>
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