Marketing Strategies for Shophouses Like Wise Coffee To Increase Profits

Abstract

Marketing strategy is a crucial factor in today's coffee shop business. Marketing strategy is one of the key factors that can increase profits. A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is crucial because it provides a comprehensive overview of the internal and external conditions of an organization or individual, assists in strategic decision-making, and allows for the exploitation of opportunities and mitigation of threats. Therefore, an analysis is necessary that can ultimately serve as a reference in determining market strategy. The purpose of this study is to determine the marketing strategy for Shophouses Like Wise Coffee to Increase Profits. This study uses a qualitative approach. Data collection involved interviews, observation, and documentation. Data validity was tested using source triangulation and time triangulation. Data analysis involved data collection, data reduction, data display, and conclusions or data verification. The results of the study that 1) evaluation of the ongoing marketing strategy of Ruko Like Wise Coffee found that so far there are still employees who come late so that they interfere with service, in addition to less than optimal promotion using various social media. Lack of supporting facilities such as places of worship or live music. Employees who are less proficient in handling customer complaints so that it has an impact on low customer satisfaction; 2) The results of SWOT identification of internal and external factors of Ruko Like Wise Coffee consist of strengths, namely strategic location, quality and superior products, diverse products, affordable prices for consumers, and friendly service. While the weaknesses are the presence of employees who come late, still minimal marketing. Then, opportunities are increasing consumer demand, broad market opportunities, increasing marketing through social media, product quality is recognized by consumers. Meanwhile, threats are competitors operating in the same field, competitors who provide low prices, and the growth of new cafes; 3) The marketing strategy carried out in the future at Ruko Like Wise Coffee based on the SWOT matrix is to open new branches, intensify promotions in the market, maintain the quality of the products offered, utilize social media as a means of promotion, and provide facilities in the form of a prayer room and non-smoking area so that consumers feel more comfortable when they are in the cafe.