RENCANA PENGEMBANGAN BISNIS “HOME GARDEN CAFÉ”

Hasibuan, Yolanda Ratu (2024) RENCANA PENGEMBANGAN BISNIS “HOME GARDEN CAFÉ”. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Home Garden Cafe is a food and beverage business located on Jalan Bangka IIC, Kemang, South Jakarta. Founded by Haidar Alfarisy, the cafe emphasizes a lush and cozy "home garden" concept, providing an ideal environment for working, studying, and relaxing. This study aims to identify business growth opportunities by exploring market trends, consumer behavior, and evaluating current marketing strategies. The analysis employs SWOT (Strengths, Weaknesses, Opportunities, Threats) and the marketing mix (4P: Product, Price, Place, Promotion). Data were collected through observations and interviews with the owner and customers. Results indicate that Home Garden Cafe’s strengths lie in its strategic location and unique atmosphere, but it faces challenges in unstructured marketing strategies. Business opportunities include the growing trend of cafe visits, while threats arise from intense competition in Kemang. To maximize potential, it is recommended that Home Garden Cafe develop more comprehensive and innovative marketing strategies, including social media promotions and customer loyalty programs. This approach is expected to enhance brand awareness, attract more customers, and achieve long-term success in the cafe industry. The study provides strategic guidance for business development and helps Home Garden Cafe compete in a competitive environment, leveraging internal strengths and external opportunities to strengthen its market position.more customers, and achieve long-term success in the cafe industry.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Home Garden Cafe, coffee shop, marketing strategy, SWOT analysis, marketing mix
Subjects:	Business Management > Business Plan > Business Business > Entrepreneurship Management > Business Plan > Business > Entrepreneurship Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Yolanda Ratu Hasibuan
Date Deposited:	04 Sep 2024 09:28
Last Modified:	04 Sep 2024 09:28
URI:	https://repository.bakrie.ac.id/id/eprint/10566

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