Analisis Strategi Pemasaran Kopi Lokal di Rumah Kopi Ranin

Abstract

Rumah Kopi Ranin is one of SMEs that selling coffee which come from various cities in Indonesia. The variety of coffee is sold to get profit and to introduce the various types of coffee produced in Indonesia to the public. In fact, Rumah Kopi Ranin constrained problem in selling coffee as sales stagnation and limited human resources. The purpose of this reasearch is to design an appropriate marketing strategy through the concept of the marketing mix 4P. Designing the marketing mix involve internal agencies that is the owner of Rumah Kopi Ranin and external agencies i.e. consumers. The method of Analytic Hierarchy Process (AHP) is used in this research to select the priority marketing strategy based on internal party decision. The results of the analysis showed that AHP marketing mix is promotion, product, distribution and pricing. Some sub mix have been a priority in the marketing mix. The sub mix are conversation, variation, packaging or manner of presentation, and product availability information