Analisis SWOT Dalam Menentukan Strategi Pemasaran Di My Burger Coffee Medan

Abstract

Each company aims to maintain its viability, to develop, and make a profit. Likewish this cafe that will be the subject author for this research. This research was conducted at My Burger Coffee which aims to know the marketing strategy applied and to know the condition of the company through SWOT Analysis to find alternative strategies that can be used by company as reference in developing condition expected by company. In SWOT analysis, there are internal environment analysis that is strength (Strength) and weakness (Weakness) and external environment analysis that is opportunity (Opportunity) and threat (Threat). The research was conducted using descriptive method with qualitative data analysis. Descriptive methods focus on the problems or phenomena that exist during the course of the study or are actual, then describe the facts about the problem being investigated as it is and accompanied by an accurate rationale. Marketing strategy used by My Burger Coffee is to pay attention to three factors: service or service, pricing and promotion. For service factors have been running well, but promotion factors are still less active. And for the price pricing can be said high, but still can run well because there are some people who can accept it. My Burger Coffee can run several alternative marketing strategies with promotional strategies, improve service, improve professionalism with competitors, and update business concepts according to market tastes. Marketing strategy used by My Burger Coffee is to pay attention to three factors: service or service, pricing and promotion. For service factors have been running well, but promotion factors are still less active. And for the price pricing can be said high, but still can run well because there are some people who can accept it. My Burger Coffee can run several alternative marketing strategies with promotional strategies, improve service, improve professionalism with competitors, and update business concepts according to market tastes.