Analisis Strategi Pengembangan Dan Saluran Pemasaran Usaha Coffee Shop Bocokopi (Studi Kasus Pada Coffee Shop Bocokopi Di Kelurahan Air Dingin Kota Pekanbaru)

Kurniawan, Rio Riski (2021) Analisis Strategi Pengembangan Dan Saluran Pemasaran Usaha Coffee Shop Bocokopi (Studi Kasus Pada Coffee Shop Bocokopi Di Kelurahan Air Dingin Kota Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

A coffee shop business or what is called a coffee shop is a place that serves processed coffee. . In the city of Pekanbaru, coffee shops have experienced rapid growth, this can be seen from the large number of Pekanbaru people who have opened coffee shop businesses. Bocok opi is one of several coffee shops in Pekanbaru City which is assumed to have the potential to be developed with the problem of less strategic business locations. The research objectives are: 1) Analyze the characteristics of business actors and business profiles of the Bocokopi coffee shop, 2) Analyzing appropriate development strategies for use in the Bocokopi coffee shop business, and 3) Knowing what the Bocokopi coffee marketing channels are. The method used is a case study that is detailed and in-depth intensive on the Bocokopi coffee shop with qualitative and quantitative descriptive analysis. The analysis results show that 1) Business actors who have a (productive age, higher education level, have an average experience of 2.6 years, with one family support) and Bocokopi's business profile shows two lines of income by selling two types of products, namely coffee drinks and roasted coffee beans, 2) The results of the Bocokopi SWOT analysis are in quadrants S-O (Strenghts – Opportunities) where Bocokopi has strengths such as doing promotions, on social media, increasing supply networks, and utilizing good communication and interaction can be used to seize opportunities in developing its business, and 3) For marketing channels classified into (One-level channel) otherwise known as short marketing channels, where in the Bocokopi coffee marketing channel there are only three marketing agencies involved

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