STRATEGI PEMASARAN PADA MANIS MATA CAFEBALARAJA KABUPATEN TANGERANG

Abstract

In recent years the food and beverage industry has developed and changed significantly, especially cafes. In Indonesia cafes have become an integral part of the lifestyle, creating unique opportunities and challenges for cafe owners. As awareness of the quality of food and drinks increases, consumers are increasingly paying attention to their experience at cafes. A business cannot be separated from marketing. One of the most important activities in marketing is to control the product and create as many consumers as possible. Both large and small companies pay great attention to their marketing because the heart of the company is in its marketing. This research aims to find out: The marketing strategy carried out by Manis Mata Cafe and its shortcomings. This research uses qualitative research with a descriptive SWOT analysis approach. The results of this research show that the SWOT analysis uses four alternative strategies, namely SO (Strength-Opportunity), which means that the strengths and opportunities are greater than the weaknesses and threats of WT (Weakness-Threat). Marketing strategies that Manis Mata Cafe can implement in facing competition are extending operating hours, adding online ordering facilities and building indoor facilities.