Abstract :

The coffee industry in Jakarta is a thriving and dynamic market, with a large number of coffee shops, cafes, and restaurants serving various types of coffee and snacks. After the COVID-19 pandemic, the plant-based lifestyle is becoming increasingly popular in Jakarta. More and more people in Jakarta are choosing to adopt a plant-based lifestyle, either for ethical, health, or environmental reasons. Along with that, the market opportunity for dairy-free coffee shops in Jakarta is significant and growing. Many consumers in Jakarta are looking for healthier, more sustainable, and ethical food options, and dairy-free coffee shops cater to these needs. Mad for Coffee is one of the players in the coffee shop business, with their unique selling proposition as a dairy-free coffee shop. It is owned by one of the famous influencers in Indonesia, who is a vegetarian and also has a vegan community. With a huge number of competitors, Mad for Coffee needs to increase their market awareness and sales to make the business sustain for a long period of time. Based on the external analysis, the author found the coffee industry has intense competition. Competitors not only come from other dairy-free coffee shops, but also from regular coffee shops because they also provide a variety of dairy-free milk options. Moreover, from the internal factor, Mad for Coffee are not utilizing the power of their famous owner and their friends to help promote or to build partnerships or to collaborate with their coffee shop. From internal and external analysis in Mad for Coffee, then the author obtained SWOT analysis. From SWOT analysis, the author found that Mad for Coffee lacks marketing programs such as special discounts or loyalty programs to retain customers. Also, their social media contents are not really exposing their products and their strong branding as a dairy-free coffee shop. From matrix TOWS analysis, the author proposed several alternative marketing strategies that can be implemented by Mad for Coffee. Those alternatives are improving promotion by representing several strong points on Mad for Coffee and ads placement in social media, collaborating with influencers, community and media, developing loyalty programs and product promotion, and improving facilities and human resources in Mad for Coffee.

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Keywords :

Coffee Shop, Dairy-Free Coffee Shop, Marketing Strategy, Promotion, SWOT analysis, TOWS Matrix.

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References :

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2. Rothaermel, F. T. (2019). Strategic management (4th ed.). McGraw-Hill.
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