STRATEGI PEMASARAN KOPI LOKAL BENGKULU : MENGGUNAKAN SWOT (STUDI KASUS : KOPI 1001)

Abstrak

Ground coffee industry is an industry with a high level of competition. This can be seen from the increasing variety of ground coffee products on the market. Therefore it is important for companies to focus on how to satisfy consumers. One effort that can be done is to conduct research on ground coffee marketing strategies. This study aims to determine the strategy and positioning of the 1001 coffee brand and understand the market. The analysis used is SWOT analysis. The results obtained, namely the results of the SWOT analysis, it is known that the main strategy for coffee 1001 is a growth strategy where coffee 1001 can increase sales with the superiority of its products and the use of better promotions. The analysis that has been carried out shows that coffee 1001 Bengkulu City is in a star position, namely being in a market share and high market growth. In this position, Kopi 1001 can implement a retrenchment strategy so that the business can survive in the face of competition from similar products. While the results of the benchmarking analysis show that the 1001 coffee product has a distinctive Robusta coffee taste and is safe for consumption, product innovation is necessary to maintain the coffee's characteristics.