| dc.description.abstract | Intense competition in the business, requires entrepreneurs to use
approaches (strategies) that fit in the product marketing in order to ensure
continuity of business or can develop in live it. Formulation and implementation
of marketing strategies not only for companies with large scale, but also at the
micro-and small-scale business need to be able to compete, as well as Coruca
Coffee Shop. This new business established in early 2013 and have not been able
to grow significantly as it has the problem of the approach taken in the marketing
efforts.
The purpose of this study was to determine: (1) To identify the marketing
strategies undertaken by Coruca Coffee Shop through the analysis of the internal
and external environment, (2) Finding alternative marketing strategies that can be
used in addressing the problems of Coruca Coffee Shop.
The method used in this study is a descriptive study with a qualitative
approach. The data and information research consisted of primary and secondary
data. The analytical is used a SWOT analysis, matrix IFAS, EFAS matrix, and
SWOT matrix.
From the analysis of the internal environment is known values of strength
(strength) is smaller than the value of weakness (weakness) with a difference of (-
) 0.071. While the results of the analysis of the external environment is known the
probability to grow is greater than the value of the threat to the difference of (+)
0.358. So known position Coruca coffee shop is in quadrant 3. In this condition, a
strategy that can be taken is the turnaround strategy with alternative marketing
strategies based on SWOT matrix among others: (1) optimize promotions with
media that can be use, (2) obtain a business license in order to avoid enforcement
of the local government and an opportunity for these businesses to receive
additional capital from designated banks to channel credit to small scale
businesses, (3) to manage business management, especially with regard to the
recording of cash flows | en_US |
