Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Vol. 1 No. 1 (2024): Februari : Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital (JIMaKeB

Analisis Strategi Pemasaran Coffee Shop Moja Kitchen Menggunakan Pendekatan SWOT dan Integrasi Metode Analytic Hierarchy Process dalam QSPM

Fauzan Nizami (Unknown)

Article Info

Publish Date
12 Mar 2024

Abstract

This study analyzes the marketing strategy used by Coffee Shop Moja Kitchen through the SWOT (Strengths, Weaknesses, Opportunities, Threats) approach and the integration of the Analytic Hierarchy Process (AHP) method in QSPM (Quantitative Strategic Planning Matrix). The analysis was carried out to understand the competitive position of coffee shops in the market and formulate effective marketing strategies. The analysis results show that Moja Kitchen has strengths in unique customer experiences and high-quality products, but also faces challenges in competition with similar competitors and the need to increase brand visibility. The integration of the AHP method in QSPM provides a comprehensive framework for evaluating alternative marketing strategies and identifying priority actions needed to improve the marketing performance of Moja Kitchen Coffee Shop.

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Journal Info
Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Website

Abbrev

JIMaKeBiDi

Publisher

Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

Description

Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital (JIMaKeBiDi) memuat topik berkaitan dengan segala aspek manajemennamun tidak terbatas pada topik berikut: Manajemen Sumber Daya Manusia, Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sektor Publik, Manajemen Operasi, Manajemen Rantai ...