Analisis dan perumusan strategi pemasaran dalam bidang food and beverage (studi kasus pada Eatpresso coffee shop) = Analysis of marketing strategy formulating in the field of food and beverage (case study in Eatpresso coffee shop)

Sjaifoellah, Fakhri (2023) Analisis dan perumusan strategi pemasaran dalam bidang food and beverage (studi kasus pada Eatpresso coffee shop) = Analysis of marketing strategy formulating in the field of food and beverage (case study in Eatpresso coffee shop). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perubahan gaya hidup yang didasari pada perkembangan teknologi dan kebutuhan pekerjaan mendorong peningkatan konsumsi makanan dan minuman dari restoran atau unit usaha. Transisi pola hidup membawa dampak yakni kenaikan jumlah gerai makanan atau restoran, namun berarti kompetisi dan gagal usaha makin tinggi. Dalam rangka meminimalisir resiko gagal usaha, strategi pemasaran yang didasari pada analisis faktor internal dan eksternal menjadi sangat penting demi keberlangsungan usaha. Analisis faktor internal (IFE) dan eksternal (EFE) kemudian diformulasikan dalam matriks SWOT, yang berfungsi sebagai pemandu arah kebijakan perusahaan. Pembentukan strategi yang didasari pada SWOT sangat diperlukan oleh kedai kopi Eatpresso, atas berkurangnya jumlah pengunjung. Analisis faktor internal dilakukan berdasarkan hasil interpretasi kuisioner kepada para konsumen Eatpresso. Sedangkan, analisis faktor eksternal didasari pada hasil wawancara dan best practices Berikutnya untuk menentukan posisi strategi perusahaan yang tepat akan menggunakan matriks SWOT dan diagram kartesius. Berdasarkan Matriks IFE yang diperoleh dapat disimpulkan bahwa total skor keseluruhan tertimbang yang didapat adalah 3,083. Kemudian berdasarkan Matriks EFE yang diperoleh dapat disimpulkan bahwa total skor keseluruhan tertimbang didapat adalah 2,932. Hasil analisis SWOT yang dilakukan dapat diketahui bahwa Eatpresso berada di kuadran I, sehingga dapat memaksimalkan kekuatan dan peluang yang telah dimiliki. Maka dari itu strategi SO yang digunakan adalah dengan mempromosikan kedai kopi di media sosial/internet dengan memanfaatkan teknologi, memberikan diskon, dan mengadakan live music. / Lifestyle changes based on technological developments and work needs encourage increased consumption of food and beverages from restaurants or business units. The lifestyle transition has an impact, namely an increase in the number of food outlets or restaurants, but it means competition and business failure are higher. In order to minimize the risk of business failure, a marketing strategy based on the analysis of internal and external factors becomes very important for business continuity. Internal (IFE) and external (EFE) factor analyses are then formulated in a SWOT matrix, which serves as a guide for the company's policy direction. The formation of a strategy based on SWOT is needed by the Eatpresso coffee shop, due to the reduced number of visitors. Internal factor analysis was conducted based on the results of questionnaire interpretation to Eatpresso consumers. Meanwhile, the analysis of external factors is based on the results of interviews and best practices. Next to determine the right position of the company strategy will use the SWOT matrix and cartesian diagram. Based on the IFE Matrix obtained, it can be concluded that the total weighted overall score obtained is 3.083. Then based on the EFE Matrix obtained, it can be concluded that the total weighted whole score obtained is 2.932. The results of the SWOT analysis carried out can be seen that Eatpresso is in quadrant I, so that it can maximize the strengths and opportunities it already has. Therefore, the SO strategy used is to promote coffee shops on social media / internet by utilizing technology, providing discounts, and holding live music.

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