STRATEGI PEMASARAN PADA STARBUCKS COFFEE TUNJUNGAN PLAZA III SURABAYA

The marketing strategy is very important for the company to raise the perfomance of their company. This research has the purpose to know and analyze the marketing strategy of the beverage of Starbucks Coffee at Tunjungan Plaza III Surabaya. The types of the research that have been used is qualitative where the researcher have not tried among the variable. So that, not of the measurement from X and Y variables. The population of this reasearch is a source that have been doing the activities through in-depth interview. The sample that have done is about phenomena which is happening now. The analyze technique of data of this research began with determining of the subject sources. In the qualitative research, the technique that be used to be chosen and determined some subject of research with Purposive Sampling technique (subject and purpose) Depending of the result of examination generally, the marketing strategy that have been used in Starbucks Coffee at Tunjungan Plaza III Surabaya is appropiate. The variable place is still less from physical, its layout and variable promotion that have been limited by time. The variable product, the respondent concluded that all variant product that have been offered by Starbucks Coffee Tunjungan Plaza III Surabaya fulfilled of all necessity product which have been wanted. The variable price. The price that have been offered is appropriate with the quality of their product. Key Words : Marketing Mix include Product, Price, Place, Promotion