ANALISIS PENGEMBANGAN STRATEGI PEMASARAN PRODUK KOPI MELCOSH ROASTERY

Abstract

Marketing strategies can be influenced by two factors, namely internal and external factors. First, strengths (S) and weaknesses (W) are internal aspects of the company. Second, external factors can influence the formation of opportunities and threats (O and T). Where this factor is concerned with conditions that occur outside the company that affect the company's decision making. Melcosh carries out coffee processing which includes the process from buying ingredients for green beans, processing them through the roasting stage to becoming coffee powder and then selling it. This business is carried out using equipment or machines owned by Melcosh. The coffee business with this model requires a relatively large investment cost, equipment and machinery as well as competent, trained and experienced staff at every stage of coffee processing. Such a business requires an analysis to find out the right strategy development in marketing its products. This study aims to find out the current marketing strategy carried out by Melcosh Roastery and find out the right development strategy for Melcosh Roastery. The data used in this study is data obtained through interviews with key informants at Melcosh Roastery. The basic method used is a qualitative descriptive analysis method. The research data were analyzed using the SWOT and QSPM methods. Based on research on the marketing strategy for Melcosh Roastery products using IFE, EFE, SWOT, and QSPM analysis, it can be concluded that the coffee product marketing strategy currently being carried out by Melcosh Roastery is to expand the target market by entering hotels, restaurants and cafes, developing products through the Kopi Setia franchise. , maintain and improve service quality, and determine and set market prices in order to remain competitive. Melcosh Roastery also needs to prioritize a market development strategy (Strategy II) according to a total TAS (Total Attractiveness Score) of 6.44.