PERENCANAAN STRATEGI PEMASARAN DALAM MENCAPAI TARGET PENJUALAN MENGGUNAKAN METODE SOAR DAN QSPM (STUDI KASUS : LIMA COFFEE)

ADLY RISKY PRATAMA, - PERENCANAAN STRATEGI PEMASARAN DALAM MENCAPAI TARGET PENJUALAN MENGGUNAKAN METODE SOAR DAN QSPM (STUDI KASUS : LIMA COFFEE). International Journal of Engineering Business and International Management (IJEBIM), - (-). ISSN 2621-2862

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Abstract

In an increasingly intense business competition era, innovation in marketing strategies becomes crucial to attract consumer interest and achieve sales targets. This study aims to analyze the marketing strategy of LIMA Coffee, a food and beverage business in Pekanbaru, which is experiencing a decline in orders despite utilizing social media platforms like Instagram. This study identifies the factors affecting LIMA Coffee's marketing and uses the SOAR (Strengths, Opportunities, Aspirations, Results) and QSPM (Quantitative Strategic Planning Matrix) methods. The study results show that LIMA Coffee's strengths score high from the internal factors (IFE) in several aspects, such as aspirations and company strengths. From the external factors (EFE), maximizing social media promotion is the foremost opportunity. The IFE and EFE matrices analysis places LIMA Coffee in quadrant I, indicating that intensive and integration strategies are the most suitable. Based on the SOAR matrix, the alternative strategy includes leveraging strengths and opportunities to enhance the company's results and aspirations. The strategy selected through QSPM calculations is to utilize the strategic sales location and expand it through online media with a Total Attractiveness Score (TAS) of 8.530. In conclusion, LIMA Coffee needs to adopt a more effective marketing strategy focusing on social media promotion and improving sales skills. Keyword: Competition,Marketing Strategy, Promotion, QSPM, Social Media, SOAR

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