THE ANALYSIS OF MARKETING STRATEGIES IN INCREASING THE ATTRACTIVENESS OF COFFEE SHOP FOR THE MILLENNIAL GENERATION: A CASE STUDY OF KEDAI KOPI KOSIM

Abstract

Coffee is a drink that is demanded by most people. Currently, the coffee shops in the city of Manado have experienced significant growth. In Manado, Kedai Kopi Kosim are one of the few coffee shops that sell archipelago coffee. The development of coffee shops, which are increasing from year to year, requires management to prepare alternative marketing strategies to survive. The purpose of this study is to analyze the relationship of marketing plans, identify internal and external factors, to analyze alternative strategies used by utilizing strengths and opportunities, and to overcome both weaknesses and threats for Kedai Kopi Kosim. For analysis, this study is using descriptive analysis method. The type of data which is used in the study consists of primary and secondary data. The methods were using the IFAS matrix, EFAS matrix, SWOT matrix and Space matrix. The analysis results show that Kedai Kopi Kosim is the company in the aggressive position.