ANALISIS STRATEGI PEMASARAN SINERGI COWORKING SPACE DENGAN MENGGUNAKAN METODE SWOT UNTUK MENINGKATKAN DAYA SAING COFFEE SHOP DI YOGYAKARTA

Wahyudi, Andi (2022) ANALISIS STRATEGI PEMASARAN SINERGI COWORKING SPACE DENGAN MENGGUNAKAN METODE SWOT UNTUK MENINGKATKAN DAYA SAING COFFEE SHOP DI YOGYAKARTA. Thesis thesis, Institut Teknologi Dirgantara Adisutjipto.

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Abstract

The development of the coffee shop business which is currently increasing is not able to survive for a long time, this reason is caused by the intense competition that occurs among coffee shop businessmen. Consumer choices are increasingly varied day by day, forcing business people to compete with each other for their ability and speed to meet the demand for better coffee availability and service. Data collection was carried out in this study in two ways, namely collecting primary data (data ordering and requesting Coffe shope Synergy) and secondary (literature study). The methods applied in solving this competition problem are the EFE matrix (External Factor Evaluation) and the IFE Matrix (Internal Factor Evaluation) followed by a SWOT analysis or strategic planning method used to evaluate the strengths, weaknesses, opportunities and threats that will occur in future. The results of research conducted through the SWOT analysis process found that the company's internal and external capabilities including strengths, opportunities, and threats can be overcome. In addition, after being examined using the SWOT method, all kinds of company advantages and disadvantages are easy to find, it only remains to see how the company makes a breakthrough so that the opportunities and threats that will be faced are directly proportional to the marketing that is carried out.

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