Analisis Strategi Pemasaran pada Coffee Shop (Studi Kasus pada Misi Kopi Kota Tebing Tinggi)

Abstract

The development of the food and beverage (F & B) industry has recently increased rapidly, especially in big cities in Indonesia. One sub-sector that has grown significantly is coffee shop. In the city of Tebing Tinggi, the growth of coffee shop is mushrooming and one of them is Misi Kopi. Misi Kopi is a coffee shop that was established on October 28, 2020 and is located on Jalan Sisingamangaraja, Pasar Gambir Village, Tebing Tinggi city that offers quality coffee with a comfortable place to consumers where they can enjoy a cup of coffee or food.

The research employs qualitative research methods with SWOT analysis as data analysis technique and the research informants consist of owner, employee, and consumer of Misi Kopi. The research result indicates that the internal factors which become the biggest strength for Misi Kopi are the price and location while the biggest weakness is its menu. On the other hand, the external factor that become the biggest opportunity is technological developments while competitors become as the biggest threat.