| dc.description.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. | en_US |
