Coffee Marketing Strategy Using SWOT and QSPM Analysis: A Case Study

Coffee is one of the the most popular drink in the world, including in Indonesia. Study this use SWOT analysis (Strength, Weakness, Threat, Opportunity) and and QSPM (Quantitative Strategic Planning Matrix) to prioritize strategies and alternatives Priority marketing in implementation especially in the XYZ coffee business located in West Aceh Regency, Aceh, Indonesia. Destination from study this is for determine the right marketing strategy for increase sales and determine form alternative strategies based on Internal and External Appropriate Matrix and Quantitative Strategic Planning Matrix (QSPM) for applied to the coffee business. Result of study this about the form of strategy that will worn is the right marketing strategy for increase sales at XYZ coffee business using There are 4 SWOT matrix strategies, namely SO Strategy, WO, ST, and WT Strategy. Based on ranking on the TAS score , there are 8 alternative internal and external strategies Matrix , and the right Quantitative Strategic Planning Matrix (QSPM) for applied to the coffee business, namely follow as well as in on -site exhibition West Aceh tourism so that visitors from outside area so know XYZ coffee business, more creative in use technology so as not left behind in Thing promotion through social media, do innovation to product, maintain image or business image coffee for customers no reduce rather add new customer, repair location parking, give delivery order service, improve facility in effort for To do control product so on business Bakopi for goods could available and improve ability management and service so that consumers satisfied for shopping