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
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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