Marketing Strategy Using IFAS and EFAS Approaches for Coffee Shop

Abstract

"The objective of this study is to identify the strengths, weaknesses, opportunities, and threats present at the Kylau Common Space coffee shop in Depok, as well as the marketing strategies that can currently be implemented. Given the fierce competition in the F&B industry, an appropriate marketing strategy is required to tackle market challenges. This study utilizes the SWOT method with IFAS and EFAS approaches to determine the optimal marketing strategy solution. The sampling method employed is purposive sampling, which assists the researcher in constructing the SWOT matrix. The research findings indicate that the Kylau Common Space coffee shop employs the SO strategy, which leverages the shop's internal strengths and existing opportunities."