Usulan Strategi Pemasaran Berdasarkan Costumer Retention Dalam Menghadapi Persaingan Kedai Kopi di Daerah Sekitar Kota Sumedang Studi Kasus: Sawala Space & Café
DOI:
https://doi.org/10.31949/entrepreneur.v3i1.1240Abstract
Kebutuhan konsumsi kopi terjadi peningkatan yang ditandai dengan adanya perbahan gaya hidup pelanggan. Akibat dari peningkatan jumlah konsumsi tersebut banyak orang tertarik untuk membuka bisnis kedai kopi. Banyak kedai kopi menawarkan berbagai macam produk untuk menarik perhatian pelanggan. Penelitian ini, dilakukan untuk mengetahui bagaimana retention pelanggan serta bagaimana cara untuk memberikan usulan strategi pemasaran. Penelitian ini dilakukan di Sawala Space & Cofe. Untuk strateginya sendiri memuat beberapa aspek yang dibahas yaitu seperti pendekatan analisis internal perusahaan, kerangka VRIO, Sustainable Competitive Advantage(SCA) dan analisis TOWS. Hasil penelitian ini menghasilkan usulan strategi pemasaran yang bersifat berkelanjutan dan menguntungkan kedai kopi Sawala Space & Cofe.
Keywords:
Retention Rate, Sustainable Competitive Advantage, Costumer RetentionDownloads
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