STRATEGI PEMASARAN CAFE YOU & ME TAHUN 2023

Meikol Benned, Subandi Subandi, Rr. Endang Wahyuni, Deslida Saidah, Euis Saribanon

Abstract


Cafe You & Me is a business engaged in the culinary field. The purpose of this study is to know internal and external factors, to know the strategies used, as well as to know the right strategies to use Cafe You & Me post corona virus pandemic. This study uses data by conducting observations and interviews. The analysis method used in this study is with SWOT analysis. The result in the study of internal strength factor are 2.33 and weakness factor is 0.63 so the difference obtained from strength and weakness is 1.7. Furthermor, the external factor of the opportunity is 2.00 and the external factor of threat is 1,08 so that the diffrent obtained from the oppoertunity and threat is 0,92. According  to the results of the SWOT 4K matrix is in the position of quadrant I which means Cafe You & Me take advantage of existing opportunities by using force. According to the IE matrix the internal factor result is 2.97 and the external factor result is 3,08 then the position is in cell no.2. marketing mix strategy used Cafe You & Me increase the seller’s products as well as profit. Alternative strategies suggested to Cafe You & Me are market penetration, market development, goods and services development, goods and services depelopment.


Keywords


Marketing strategy, analysis SWOT

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DOI: https://doi.org/10.52186/aviasi.v19i1.94

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