ANALYSIS OF COFFEE SHOP MARKETING STRATEGY IN IMPROVING SALES IN PALU

The purpose of this research is to find out the most appropriate strategy for efforts in the competition of coffee shops in Palu. The object of this research was Aweng and Harapan Coffee Shop. There were 6 informants. The analytical tool used SWOT analysis. The results of Aweng Coffee Shop analysis research show that the SWOT diagram is a very favorable situation. The company has opportunities and strengths so that they can take advantage of existing opportunities. The strategy that must be applied in this condition is to support an aggressive growth policy (Growth oriented strategy). Whereas the Harapan Coffee Shop shows its position in the Quadrant, even though it faces various threats, the company still has internal strength. The strategy that must be applied is to use power to take advantage of long-term opportunities by means of a diversification strategy (products/services)