Zein, Nisrina (2025) ANALISIS STRATEGI BAURAN PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN PADA KAFE DE VIJAS. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
This study aims to analyze the marketing mix strategy (7P) implemented by Kafe De Vijas in an effort to increase sales volume using the SWOT analysis approach. The method used is descriptive qualitative with data collection techniques through observation, interviews, and documentation. The results of the study indicate that Kafe De Vijas has a main strength in the use of the vintage concept which makes it different from other cafes. The main weakness is the location of the cafe which is not strategic and less than optimal promotion. On the opportunity side, the increasing trend of coffee consumption among Generation Z is a great potential for cafe growth. While the biggest threat comes from the many competitors around the operational area. Based on the results of the IFAS and EFAS calculations, Kafe De Vijas is in quadrant I of the SWOT matrix which shows that the company's position is in a condition that supports an aggressive strategy, namely maximizing strength to seize opportunities. This study concludes that an effective marketing strategy by highlighting the uniqueness of products and services, accompanied by optimization of digital marketing and improvement of infrastructure is the key to increasing sales volume.
| 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: | Zein Nisrina Zein Amran | ||||||||
| Date Deposited: | 27 May 2025 03:04 | ||||||||
| Last Modified: | 27 May 2025 03:04 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36562 |
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