Analysis of Marketing Strategy in Increasing Sales Using the SOAR Method Analysis on Point Coffee at Indomaret Tangerang 2 Branch, Bitung, Tangerang Regency
DOI:
https://doi.org/10.58174/ijimes.v1i2.41Keywords:
Marketing Strategy, SOAR, Sales.Abstract
This study aims to analyze the marketing strategies implemented by Point Coffee at Indomaret Tangerang 2 Branch, Bitung, Tangerang Regency in an effort to increase sales by using SOAR (Strengths, Opportunities, Aspirations, Results) analysis. The background of this research is based on the increasingly fierce competition in the coffee beverage industry in Indonesia, which requires companies to continue to innovate in marketing strategies in order to maintain consumer loyalty and increase sales. This study uses a qualitative method with a descriptive approach. Data were obtained through interviews, observations, and documentation with research subjects consisting of supervisors, leaders, and baristas of Point Coffee Indomaret Tangerang 2 Branch. Data analysis was carried out through data reduction, data presentation, and conclusion drawing using the SOAR analysis model. The results of the study show that Point Coffee has strength in product quality, affordable prices, menu variety, fast and friendly service, and ease of digital transactions. The main opportunity lies in the development of the online market. The company's aspirations are directed to create a strong brand image, improve service quality, and expand the consumer network. The expected results include increased sales as well as the formation of loyal customers. Based on this analysis, the marketing strategy implemented has proven to be effective in increasing sales and strengthening Point Coffee's position in the coffee beverage market.
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