Marketing Strategy Analysis to Increase Sales Volume (Case Study at Aksata Coffee Roastery Cafe, Jatinangor Branch Sumedang Regency)
Keywords:
Marketing Strategy, Sales Volume, Business, Cafe Industry, Aksata CoffeeAbstract
This study aims to analyze marketing strategies to increase the sales volume at Aksata Coffee Roastery, Jatinangor branch, Sumedang Regency. The background of this research is the decline in sales during several months, such as April (Rp14,330,000) and August (Rp14,200,000), as well as the increasingly tight competition in the café business within the Jatinangor area. This study uses a descriptive method with a qualitative approach. Data collection techniques include interviews, observations, and documentation. The research findings indicate that the current marketing strategy is not yet optimal, as it relies solely on Instagram and lacks variety in food products. Based on the SWOT analysis, the total IFAS score was 3.14 and the EFAS score was 2.94, indicating that the company possesses fairly strong internal capabilities and external opportunities that can still be utilized. The BCG Matrix analysis shows that Aksata Coffee Roastery is positioned in the “Question Mark” quadrant, with a market growth rate of 2.57% and a relative market share of 0.91. Based on these findings, the recommended strategies are product development, expansion of digital promotional channels, and improvement of service quality to enhance competitiveness and sales volume. This research is expected to contribute to the development of marketing strategies in the café business sector.
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