Abstract :

Most Indonesian people, especially the millennial generation, has adopted hanging out and drinking coffee into their way of life as a way to support their daily activities. coffee consumption hit 3,3 million bags @60kg, and the end of the year of 2021 it reached 5 millions of bags. Sicangkir Coffee is a coffee shop that placed in Pasar Minggu, South Jakarta which following the trend since 2018. After Pandemic covid-19 hit indonesia in 2020, sicangkir sales decline a lot and trying to regain the sales they used to have. Sicangkir have challenges due to proliferation of coffee shops in Jakarta.

Finding an appropriate marketing strategy to improve Sicangkir Coffee sales is the goal of this study. Internal and External analysis is carried out to understand business problem broadly and deeply. Analysis of the internal focus on STP (Segmenting, Targeting and Positioning) and Marketing Mix (7P), while the external analysis focus on PEST analysis, Porter Five Forces and Competitor Analysis. In this research both primary and secondary data were collected for analysis. All the analysis result are summarized in SWOT framework (Strenghts, Weakness, Opportunitites and Threats) and further analyzed using TOWS matrix to generate several strategies proposals.

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Keywords :

Brand awareness, Coffee shops, Sicangkir Coffee, SWOT, TOWS

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