DWI RAMADHANI, ARI (2023) STRATEGI PEMASARAN COFFEE SHOP BLACK CAMPAIGN DI KOTA TANGERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Coffee Shop Black Campaign Coffee experienced unstable sales and decreased total sales. This thesis aims to determine the Marketing Strategy for Coffee Shop Black Campaign Coffee using SWOT analysis. The type of research used is field research (field research) which is descriptive qualitative. The data analysis technique used is the IFAS Matrix (Internal Factor Analysis Summary), the EFAS Matrix (External Factor Analysis Summary), the IE Matrix (Internal External), and the SWOT Matrix. This study shows that the SWOT Matrix Analysis in the internal conditions of Coffee Shop Black Campaign Coffee has greater strengths compared to weaknesses. In the external conditions of the Coffee Shop Black Campaign Coffee has a greater opportunity than the threat factor. IE Matrix Analysis (Internal External) places Coffee Shop Black Campaign Coffee on the growth and development strategy. In this position the company must carry out incentive strategies, such as developing new products in order to keep up with high market conditions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Coffee Shop Black Campaign Coffee mengalami penjualan yang tidak stabil serta turunnya total penjualan. Skripsi ini bertujuan untuk mengetahui Strategi Pemasaran Coffee Shop Black Campaign Coffee dengan menggunakan analisis SWOT. Jenis penelitian yang digunakan adalah penelitian lapangan (field research) yang bersifat deskriptif Kualitatif. Teknik analisis data yang digunakan yaitu Matriks IFAS (Internal Factor Analysis Summary), Matriks EFAS (Eksternal Factor Analysis Summary), Matriks IE (Internal Eksternal), dan Matriks SWOT. Penelitian ini menunjukkan bahwa Analisis Matrik SWOT dalam kondisi internal Coffee Shop Black Campaign Coffee mempunyai kekuatan yang lebih besar dibandingkan dengan faktor kelemahan. Dalam kondisi Eksternal Coffee Shop Black Campaign Coffee mempunyai peluang yang lebih besar dibandingkan dengan faktor ancaman. Analisa Matrik IE (Internal Eksternal) menempatkan Coffee Shop Black Campaign Coffee pada strategi tumbuh dan membangun. Pada posisi ini perusahaan harus menjalankan strategi insentif, seperti mengembangkan produk baru agar bisa mengikuti kondisi pasar yang tinggi. | |||||||||
| Uncontrolled Keywords: | Coffee Shop, Coffee, Black Campaign Coffee, Marketing, Strategy, SWOT Coffee Shop, Kopi, Black Campaign Coffee, Pemasaran, Strategi, SWOT | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Ms Ari Dwi Ramadhani | |||||||||
| Date Deposited: | 02 Nov 2023 10:19 | |||||||||
| Last Modified: | 02 Nov 2023 10:19 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29234 |
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