Coffee Bean Marketing Strategy Using Swot Analysis at Kapakata Coffee Roasters

Abstract

The research objective to be achieved in this research is to determine the right coffee bean marketing strategy based on the use of SWOT (Strength, Weakness, Opportunity, Threat) analysis at Kapakata Coffee Roasters. This research is a type of field research with a qualitative approach and was carried out using descriptive analysis methods in describing appropriate marketing strategies. The results of this research are 8 coffee bean marketing strategies based on SWOT analysis, namely developing variants and maintaining consistent product quality, creating programs to maintain and increase customer loyalty, maintaining good relationships with suppliers, optimizing social media to market products, increasing market potential outside the city Makassar, improving production processes, creating appropriate and visible product standards, developing safer packaging designs, opening up opportunities for collaboration with delivery parties who have guarantees, and always maintaining the availability of raw material supplies from suppliers.