Proposed Marketing Strategy to Deliver Specialty Coffee (Case Study: Central Station Cafe Surya Sumantri)

Central Station Café is a specialty café located in Surya Sumantri serving specialty coffee. The café has suffered fluctuation in sales from 2018 to 2020. Promotions have been done through word of mouth by the network of the owner and have not given uptrend sales over the past two years. Explorative study to find the root cause of the business issue is done using internal and external analysis. Two major root causes of the business issue include: Customers prefer other brands than Central Station Café due to no unique selling point; and Reliance on consumer segment that likes to hang out at the café and the specialty coffee brand was not in the consumers’ mind due to the positioning of only hanging out. The newly proposed STP results in targeting out of home consumers. Updates to the marketing mix elements include product packaging update, new menu introduction, utilization of ride-hailing app for additional promotion and process upgrade, social media contents about coffee knowledge and product promotions, internal or external training for the team, and blue ocean strategy including new products to target non-coffee consumers and subscription type business model. Keywords: Business strategy, specialty coffee, café, marketing