Effort Strategic in Increase Marketing Product at D'Klasik Cafe in Loa Janan Kukar

Abstract

Increasingly fierce competition in the food industry, particularly in the food and beverage sector, requires businesses to develop effective and adaptive marketing strategies. D'Klasik Cafe, located in Loa Janan Batuah, Kukar, is one such micro-enterprise striving to maintain its presence amidst the dynamics of the local market. This study aims to analyze the marketing strategies implemented by D'Klasik Cafe and evaluate its business position using SWOT analysis, Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, Internal-External (IE) Matrix, and Quantitative Strategic Planning Matrix (QSPM). This study uses a descriptive qualitative approach, with data collected through interviews, observations, questionnaires, and a literature review. The findings reveal a combination of digital and direct marketing strategies, including the use of social media, discount offers, and promotional displays within the business. Identified internal strengths include product quality, well-organized management, and dedicated employee service, while internal weaknesses involve limited capital and a lack of product variety. Externally, the increasing trend of modern cafe consumption and government support for MSMEs present opportunities, while intense competition and fluctuating raw material prices pose significant threats. This comprehensive analysis provides a comprehensive overview of the business's strategic position and provides a basis for future marketing policy direction .