Analysis of Marketing Strategy on Coffee Houses at Flamboyan Street Manado City, Indonesia

Abstract

This research analyzes marketing strategies on the 7p aspects of marketing "Product," "Price," "Promotion," and "Place" from several leading coffee houses, such as Rumah Kopi Pulang, Rumah Kopi Black Cup, Rumah Kopi The Local, Rumah Kopi Wacana , and Expecto Coffee House. The main focus on the "Product" aspect shows that product quality and responsive customer service are the main keys for this coffee house. They innovate their menus, keep product quality consistent, and respond quickly to customer feedback. On the "Price" aspect, each coffee house adopts different pricing strategies, including discounts, promotions, and customer incentives. This strategy is designed to maintain competitiveness and attract customers in a competitive market. The "Promotion" aspect shows that each house has a unique promotional strategy, such as the use of social media, non-coffee products, e-commerce, co-branding and targeted promotions. The “Place” aspect emphasizes the importance of location in the coffee house business. Each home focuses on creating a comfortable and welcoming environment, both indoors and outdoors, to meet customer preferences. A deeper analysis of the “People,” “Process,” and “Physical Evidence” aspects reveals that this coffee house is investing in barista training and development, optimizing business processes, and creating dine-in facilities that support positive customer experiences. In conclusion, a marketing strategy that is integrated in all these aspects aims to create strong relationships with customers, increase loyalty, and ensure business growth in a highly competitive market. This research method uses a qualitative method with a total sample of 5 people taken from each coffee house in the research area in the form of the house owner, head barista, store manager, or the largest shareholder of the coffee house. The overall research results of implementing marketing strategies through the 7p of integrated marketing increase customer loyalty and business growth in a competitive market from each coffee house on Jalan Flamboyan, Manado City.