Open AccessImprove Marketing Mix for Marketing Plan Strategic in Coffeeshop Business
Author(s) -
Syafrida Hafni Sahir,
Rosmawati Rosmawati
Publication year - 2020
Language(s) - English
Resource type - Journals
ISSN - 2502-1451
DOI - 10.15294/maj.v9i4.42613
Subject(s) - marketing , marketing strategy , profit impact of marketing strategy , marketing mix , business , marketing management , marketing research , marketing effectiveness , strategic planning , return on marketing investment , marketing mix modeling , marketing plan , promotion (chess) , politics , political science , law
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.