<![CDATA[The era of globalization and intense business competition encourages companies to offer avariety of products, facilities and services to attract consumers. The emergence of the Covid-19 virus outbreak caused many new competitors to emerge, while several coffee shopbusiness owners experienced a decline in turnover and closed their shops. In facing thiscompetition, coffee shops need to innovate and be creative in their concepts and use amarketing mix to attract consumers. Marketing mix is a collection of marketing tools thatcompanies use to promote their products or services to customers. In this case, the focus ofthis research is on four aspects of the marketing mix, namely product, price, place, andpromotion. The products offered by the coffee shop must be able to meet the wants and needs of consumers. Prices must be adjusted to remain profitable for the company. The place orlocation of the coffee shop is also important in facilitating product distribution. Promotion isa tool for communicating product benefits and influencing consumer buying behavior. Theresearch method used is qualitative data using library techniques and qualitative descriptiveanalysis. Based on the research results, it was found that a successful coffee shop is one thatis able to apply the marketing mix well. In addition, this research also reveals the history anddevelopment of coffee shops from Turkey to Europe and England. In developing a coffee shopbusiness, the right strategy is needed to attract buyers and expand the target market. Themarketing mix is a strategy that is commonly used by coffee shop companies in achievingmarketing objectives. The 4P concept in the marketing mix (product, price, place, promotion)helps companies to plan and manage their marketing efforts effectively. In conclusion, coffeeshops need to understand and implement the marketing mix well in order to increasemarketing effectiveness, win the competition, and better meet consumer needs. By using theright marketing mix strategy, coffee shops can survive and succeed in a competitive businesscompetition.]]>
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