Bauran pemasaran dari PT Maxx Coffee Prima

Maginda, Adeline Janice (2020) Bauran pemasaran dari PT Maxx Coffee Prima. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Persaingan bisnis kopi di Indonesia saat ini ketat dengan banyaknya pemain seperti Starbuck, Maxx Coffee, Fore, Kopi Kenangan, Kopi Janji Jiwa, dan pemainnya lainnya dimana setiap perusahaan perlu memiliki keunggulan kompetitif agar unggul bersaing seperti menerapkan bauran pemasaran pada strategi bisnisnya. Keunggulan kompetitif pada strategi bauran pemasaran akan berkorelasi positif pada kepuasan konsumen dan pemangku kepentingan perusahaan. Dalam pelaksanaan strategi bauran pemasaran, Maxx Coffee mengedepankan strategi promosi melalui media sosial dan digital marketing, serta menekankan pada pentingnya competitor review dan competitor landscape yang mana memberikan gambaran analisa promosi apa yang sedang berjalan pada kompetitor sehingga bisa diimplementasikan juga ke gerai Maxx Coffee./Due to tight in coffee business with so many players such as Starbuck, Maxx Coffee, Fore, Kopi Kenangan, Kopi Janji Jiwa and others, company must have competitive advantage such marketing mix in their business strategy in order to compete. Competitive advantage in marketing mix will positively correlate with customer satisfaction and stakeholders. In terms of marketing mix implementation, Maxx Coffee uses promotion strategy via social media and digital marketing, also focus on the importance of competitor review and competitor landscape on what promotions are running on competitors so that Maxx Coffee can implement.

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