ISHAK, ACH. MAULANA (2021) STRATEGI PEMASARAN DALAM MENINGKATKAN OMSET PENJUALAN PADA KAFE TUKUH KOPI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Tukuh Kopi Surabaya is one of the businesses in the cafe or food and beverage sector as the object of this research. The purpose of this study was to determine and analyze the marketing mix strategy in increasing sales turnover at Tukuh Kopi Surabaya Café. The research method used is a qualitative descriptive method using the SWOT analysis method and data collection techniques through in-depth interviews, observation, and documentation related to the marketing mix strategy which includes products, prices, promotions and places and places by researchers in identify strengths, weaknesses, opportunities and threats with the SWOT analysis method at the Tukuh Kopi Surabaya cafe. Based on this study, the IFAS and EFAS results showed strength with a score of 3.25 and weakness with a score of 0.50. While the EFAS results show an opportunity with a score of 2.00 and a threat with a score of 1.05. Based on the SWOT analysis diagram, the Tukuh Kopi Surabaya cafe shows in diagram I by using the SO strategy, the company has opportunities and strengths so that it can take advantage of existing opportunities so that the strategy that can be implemented is to support aggressive policy growth (growth oriented strategy) to increase sales turnover in cafeTukuh Kopi Surabaya. Keywords: Marketing Strategy, SWOT Analysis, Sales
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fatchullah Fatchullah | ||||||||
| Date Deposited: | 27 Aug 2021 04:26 | ||||||||
| Last Modified: | 27 Aug 2021 04:26 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2549 |
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