ANALISIS SWOT DAN BCG PADA PEMASARAN SYARIAH PADA USAHA KOPI DI KOTA TAKENGON

Arnum Puji Astuti; Malahayatie; Rahmawati

doi:10.47435/adz-dzahab.v9i2.3316

Arnum Puji Astuti IAIN Lhokseumawe
Malahayatie IAIN Lhokseumawe
Rahmawati IAIN Lhokseumawe

DOI: https://doi.org/10.47435/adz-dzahab.v9i2.3316

Keywords: Marketing Strategy, SWOT and BCG Analysis

Abstract

Along with the development of increasingly tight competition in the coffee shop business, coffee shop business managers must be able to sell their products and must also have maximum marketing skills and strategies in marketing their business.The purpose of this study was to determine the implementation of marketing strategies used by Alfa Coffee Shop in facing business competition and identify internal and external factors using the SWOT method and determine Alfa Coffee Shop's marketing strategy based on the Boston Consulting Group (BCG) Matrix. The formulation of the problem in this study is: How is the implementation of Alfa Coffee Shop's marketing strategy in facing business competition in Atu Lintang District, what is Alfa Coffee Shop's marketing strategy with SWOT and BCG analysis? The research method used is qualitative with a descriptive approach. Data collection was carried out by interviews and documentation. Based on the results of the study, it can be concluded that: In facing competition with similar businesses, Alfa Coffee Shop uses a marketing mix strategy. The marketing mix used by Alfa Coffee Shop is product, price, place and promotion. Alfa Coffee Shop's marketing strategy with SWOT analysis shows the total number of opportunity and threat factors is 3.01. Because the total is less than 4, Alfa Coffee Shop has not maximized the existing opportunities. However, Alfa Coffee Shop has a greater opportunity compared to the threat factor. From the results of the BCG calculation, it can be seen that Alfa Coffee Shop and its competitors are in the Question Mark position, with a growth rate calculation of 19% and a relative market share calculation of 0.55, which means that the company's position is in a condition of facing low market share and high growth conditions.

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