Main Article Content
The gaining of society’s enthusiasm for coffee can be seen from the increased number of coffee consumption in Indonesia. This would be an opportunity for an entrepreneur to open a coffee shop. The number of coffee shops has always increased from year to year, especially in Bogor City as one of the tourism cities in Indonesia. In this situation, the level of competition will surely increase. Therefore, effective alternative strategies are needed to succeed in this competition. The purpose of this research is to identify the internal and external environmental factors of the company to formulate the priorities of the right marketing strategies. The methods used in this research are the IFE matrix, EFE matrix, IE matrix, SWOT matrix, and QSPM (Quantitative Strategic Planning Matrix). The result of the analysis shows that Kopi Spectrum is in a position of growth and build. Five marketing strategies generated from SWOT Matrix Analysis, that can be implemented by Kopi Spectrum, maintain product quality with an appropriate price (SO1), improve promotional activities that are suitable for the targets (WO1), expand a network of suppliers (ST1), maintain the number of consumers they already have with services and facilities (ST2), and get the halal certificate (WT1). Based on QSPM calculations, the priority strategy from Kopi Spectrum is to maintain the number of consumers they already have with services and facilities.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors who publish an article(s) in Forum Agribisnis understand and agree that the copyright of article published is owned by Forum Agribisnis including to reproduce, distribute and sell this journal to public.Every people is allowed to cite any part of the article in Forum Agribisnis with writing the author(s) name and Forum Agribisnis in references.
[Dispenda] Dinas Pendapatan Daerah Kota Bogor. 2018. Perkembangan Jumlah Coffee Shop di Kota Bogor Tahun 2013 – 2017. Dinas Pendapatan Daerah Kota Bogor. Bogor.
David FR. 2009. Manajemen Strategis : Konsep. Edisi 12. Sunardi D, penerjemah ; Wuriarti P, editor. Salemba Empat. Jakarta.
International Coffee Organization (ICO). 2018. Konsumsi Kopi di Indonesia. https://www.ico.org/. Diakses 15 Desember 2018.
Kopi Spectrum. 2018. Laporan Penjualan 2018. Kopi Spectrum. Bogor.
Tjiptono F. 2008. Strategi Pemasaran. Edisi 3. CV. Andi Offset. Yogyakarta