ANALYSIS OF COFFEE SHOP MARKETING STRATEGY OM BEWOK: ANALISIS STRATEGI PEMASARAN KEDAI KOPI OM BEWOK

Muhammad  Ridwan; Hafidz  Hanafiah

doi:10.53067/ijebef.v1i3.37

Authors

Muhammad Ridwan Universitas Bina Bangsa
Hafidz Hanafiah Universitas Bina Bangsa

DOI:

https://doi.org/10.53067/ijebef.v1i3.37

Keywords:

Marketing Strategy, 3C Analysis, SWOT, STP, 4P, Strategi Pemasaran, Analisis 3C

Abstract

Along with the level of competition in the world of marketing, business people began to carry out their business strategies. One of them is marketing strategy which is overall business planning and strategy in turning prospective customers into customers. Coffee shop is a culinary business that is trending and loved by the community today. The emergence of several coffee shops both local shops and franchisecoffeeshops, did not discourage the business of this coffee shop increased. One of them is om bewok coffee shop located in Serang City. This research aims to analyze the marketing strategy of Om Bewok Coffee Shop. The research methods used are carried out qualitatively with analysis of 3C(Company, Competitor, Costumer), SWOT (Strength, Weakness, Opportunity, Threat), STP(Segmentation, Targeting, Positioning),and 4P (Price,Product, Place, Promotion). The results of the study concluded that Om Bewok Coffee Shop has carried out marketing strategies with consistent and commitment, in the future should be done the development of marketing strategies with digital technology adaptation

Downloads

Download data is not yet available.

References

Abiddin, M.Z., Mas’udin, I., dan Utama, D.M. 2017. Pemilihan Strategi Pemasaran dengan Metode SWOT dan TOPSIS. Jurnal Teknik Industri, Vol. 18, No. 01, Februari 2017, pp. 55-67 ISSN 1978-1431 print / ISSN 2527-4112 online https://doi.org/10.22219/JTIUMM.Vol18.No1.55-67

Boon, Kurtz. 2008. Contemporary Marketing. New York: Sount-West Cengage Learning.

Dayat, M. 2019. Strategi Pemasaran dan Optimalisasi Bauran Pemasaran dalam Merebut Calon Konsumen Jasa Pendidikan. Jurnal Mu’allim Volume 1 Nomor 2 Juli 2019. E-ISSN: 2655-8912 P-ISSN: 2655-8939. http://jurnal.yudharta.ac.id/v2/index.php/muallim

Griffin, R. W., & Ebert, R. J. 2006. Bisnis. Jakarta: Erlangga.

Hanafiah, H., & Prasetya, R. (2021). IMPLEMENTATION OF DIGITAL MARKETING OF OM BEWOK COFFEE SHOP IN BRANDING ROBUSTA LOCAL COFFEE NATIVE TO BANTEN: IMPLEMENTASI PEMASARAN DIGITAL KEDAI KOPI OM BEWOK DALAM MEM-BRANDING KOPI LOKAL ROBUSTA ASLI BANTEN. Indonesian Journal of Economy, Business, Entrepreneurship and Finance, 1(1), 11-19.

Hardianti, Yeny dan Martini, Erni. 2016. Analisis Strategi 4P (Product, Price, Place, Promotion) dan STP (Segmenting, Targeting, Positioning) PT. Cipta Master Perkasa. e-Proceeding of Management : Vol.3, No.2 Agustus 2016. ISSN : 2355-9357. Page 1149.

Kotler, P. & Keller, K.L. 2012. Manajemen Pemasaran. Jilid I dan 2. Edisi ke 12. Jakarta: Erlangga.

Kotler, Philip. 2009. Manajemen Pemasaran. Indeks, Jakarta.

Moleong. 2017. Metode Penelitian Kualitatif. Bandung: PT. Remaja Rosdakarya.

Nurngaeni, Atik. 2021. Analisis Strategi Pemasaran dengan Pendekatan Marketing Mix (Studi Kasus pada Home Industry Subama Batik Kroya-Cilacap). AmaNU: Jurnal Manajemen dan Ekonomi. Edisi: Vol. 4 No. 2 (2021) e-ISSN, 2620-6099, p-ISSN, 2620-7680.

Palmatier, R. W., & Sridhar, S. 2017. Marketing Strategy: Based on First Principles and Data Analytics. London, United Kingdom: Macmillan International Higher Education.

Porter, E.M. 1985. Competitive Advantage-Creating and Sustaining Superior Performance. New York : Free Press.

Rosenkranz, . K., 2017. Empathy Maps: The Business Of Putting Users First. Diakses 01 Desember 2021 : https://www.invisionapp.com/blog/empathy-maps-ux/?utm_campaign=Weekly%20Digest&utm_source=hs_email&utm_medium=email&utm_content=55277804&_hsenc=p2ANqtz-9riE-5Ga_Kupa6zLWQ0_04NXuF1x_xzfc-b_fNwDNeu9ysq_Ze_vW5m11SCKQ3NZF05lIOf2r4RB0d83VtjQi5I4I2RA&_hsmi=5527

Sapas, P., Vuspitasari, B.K., Sadewo, Y.D., dan Siahaan, S.V.B. 2020. Strategi Pemasaran Sayur Organik FRYSIA Melalui Analisis 4P DAN STP. JBEE : Journal Business Economics and Entrepreneurship http://jurnal.shantibhuana.ac.id/jurnal/index.php/bee JBEE Volume 2, No 2, 2020.

Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sunarsasi dan Hartono, N.R. 2020. Strategi Pemasaran Usaha Kecil Menengah di Kabupaten Blitar (Studi pada UKM Cap Kuda Terbang Bu Sulasmi). Jurnal Translitera, Vol 9 No. 1/ 2020.

Widjaya, Pieter Gunawan. 2017. Analisis Segmenting, Targeting, Positioning dan Marketing Mix pada PT. Murni Jaya. AGORA Vol. 5, No. 1, (2017).