Citation:

Audrey Meiza Hazelia, Prawira Fajarindra Belgiawan. "Proposed Marketing Strategy to Increase Café Sales (Case Study: Café Sembilan Bintaro)" International Research Journal of Economics and Management Studies, Vol. 3, No. 7, pp. 55-69, 2024.

Abstract:

Sembilan Café Bintaro launched in March 2021 with a vision to serve as a cultural hubcafé for hosting various events such as live music and art exhibitions. Despite its vibrant offerings, the café has encountered declining revenue primarily due to overreliance on space rentals rather than core café sales, falling short of its financial targets. The aim of this research is to help Sembilan Café to increase its sales and café’s visitors through an effective marketing strategy. The research began by analyzing the internal and external environments. For internal factors, in-depth interviews were conducted with the café’s internal stakeholders, including owner and employee, to analyze VRIO, Value Chain, STP, and Marketing Mix. For external analysis, data was used to analyze PESTLE, Five Porter’s Forces, and Competitor Analysis. Quantitative research was also conducted by distributing questionnaires to 159 respondents for customer analysis. From this analysis, the strengths, weaknesses, opportunities, and threats to Sembilan Café were identified. Based on the research findings, the researcher proposed a new segmentation, targeting, and positioning by conducting a Cluster Analysis, resulting in three market segments. Sembilan Café’s proposed target market was obtained from the combination of two segments. The study also proposes a new Marketing Mix featuring a streamlined menu by emphasizing light meals and diverse coffee options, a competitive pricing strategy, an aggressive promotional approach utilizing social media and experimental marketing techniques, and actionable plans to enhance both interior and exterior physical attributes of the café.

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Keywords:

Marketing Strategy, Café, Coffee shop, Segmenting, Targeting, Positioning, Marketing Mix.