Abstract
This research aims to establish a strategic marketing strategy for the Medan City coffee shop company. The methodology used in this study was descriptive qualitative research through the method of the marketing combination 4Ps and Porters five strategic forces theory. The outcome of the analysis provided strategic marketing strategy for all facets of the 4Ps marketing mix, such as product, price, venue, and promotion. As five competitive forces are generated based on Porters, the resulting strategic marketing strategy becomes more oriented. This analysis will be useful for the company owner to take the best strategic marketing approach in particular.
Highlights
The coffee shop in Medan has intense competition
The dimensions of marketing mix go a long way towards the product management, customer data base, segmenting, targeting and positioning, which will be the main topics of this paper
The overall result indicates that the strategic marketing strategy for each marketing combination of the 4Ps aspects received, such as product, price, location, and promotion
Summary
The coffee shop in Medan has intense competition. Coffee shops are estimated to grow by 10 percent to 15 percent by 2020. In the last three years, the number of coffee shops in Indonesia has tripled from 1,083 in 2016 to 3,000 by the end of 2019 (Prasetyo, 2020). The majority are in big cities such as Jakarta, Surabaya, Medan, and Bandung. To beat the competition in the marketplace, you need a strategic marketing plan with the right methods. Strategic marketing planning increases visibility and trust in the product to ensure lasting customer interaction. It guides the culture, goods, and pricing of small companies (van Scheers & Makhitha, 2016)
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