Wachid, Ailsa Dahnaira (2022) Analisis Strategi Pemasaran Kafe Menggunakan Metode SWOT Pada Omah Bonsari. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Omah Bonsari is a cafe with an industrialist concept located in Tuban, East Java. The development of the trend of drinking coffee increases every year which causes many cafes to appear in various regions, including Tuban. This cafe does not yet have a marketing strategy to be able to compete with its competitors. Marketing strategy is one of the important aspects for a business to run well. This study aims to formulate a cafe marketing strategy that can be applied by Omah Bonsari. The method used is the SWOT method which analyzes the cafe's internal and external factors, which is Strength, Weakness, Opportunities, and Threats. Determination of the weight and rating of cafe factors using IFAS and EFAS matrices. The results of the weighting score are used to determine the position of the cafe compared to competitors and alternative strategies that can be applied with the help of the grand strategy matrix. Alternative strategies are prepared based on the SWOT matrix. The internal factor weighting score is 3,1017 and the external factor is 2,8013. Based on the grand strategy matrix, the position of Omah Bonsari cafe is in quadrant I, which means that it can implement an aggressive strategy. The strategy that can be applied by Omah Bonsari is the strategy of strengths and opportunities which can be applied by Omah Bonsari as a marketing strategy in order to compete with competitors.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Ailsa Dahnaira Wachid | ||||||||
| Date Deposited: | 09 Sep 2022 07:58 | ||||||||
| Last Modified: | 09 Sep 2022 07:58 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/9002 |
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