Proposed Marketing Strategy to Increase the Sales of Coffee Shop in Banjarmasin (Case Study: Eastland Coffee)

Eastland Coffee is a coffee shop located in Banjarmasin, South Kalimantan. Eastland Coffee serves a variety of drinks and food such as coffee drinks, non-coffee, snacks, and heavy meals. Previous research shows that there is a potential of coffee industry in Indonesia due to the high and ever-increasing coffee consumption, as well as the thriving coffee shop businesses available in the country. However, the preliminary analysis shows that the sales of Eastland Coffee have a negative trendline and never meet its monthly target. On top of that, the brand awareness is low. Thus, it is at the utmost importance to generate a marketing strategy to increase the sales and the brand awareness. The author conducted internal and external environment analysis with several marketing frameworks. The author also conducted survey that generates 185 respondents. The survey was then ultimately used for the customer analysis. All the analyses result in a proposed marketing strategy in the form of new target market and positioning, as well as new marketing mix (7Ps) for Eastland Coffee to implement in the near future.