Coffee Shop Marketing Strategy During Pandemi Covid-19 In Medan City

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Coffee Shop Marketing Strategy During Pandemi Covid-19 in Medan City

Smart Strategy for Coffee Shop in Medan Facing Pandemi Covid-19: Optimizing Strength to Overcome Threats

The COVID-19 pandemic has brought about significant changes to various sectors, including the culinary industry, particularly coffee shops. In Medan, coffee shop businesses must adapt to survive and develop in the midst of social restrictions and changes in consumer behavior. This research aims to reveal the right strategy implemented by coffee shops in Medan in dealing with the pandemic, focusing on popular modern coffee shops with a minimum turnover of Rp. 300,000 before the pandemic.

Methodology

This study involved 22 randomly selected coffee shops from the Modern Coffee Shop Cluster in Medan. Data was collected through direct interviews with the owner or manager of the coffee shop using a questionnaire, which was then analyzed with descriptive techniques and SWOT analysis. The results show that the most dominant strategy implemented by coffee shops in Medan is the ST strategy (strengths/threats), which is a strategy that utilizes the power to minimize threats.

What are the strengths and threats faced by coffee shops in Medan?

Through SWOT analysis, this study identified some of the strengths and threats faced by coffee shops in Medan during the pandemic:

Strengths:

  • Coffee Quality and Unique Taste: Coffee shops in Medan generally offer good quality coffee and unique taste, an attraction for coffee lovers.
  • Strategic Location: Most modern coffee shops in Medan are located in strategic locations, easily accessible and close to the center of the crowd.
  • The Uniqueness of Concepts and Decorations: The coffee shop in Medan has an interesting and unique interior concept and design, thus creating a pleasant experience for visitors.
  • The Ability to Adapt: Coffee shop businesses in Medan show high adaptability to the situation of the pandemic, such as implementing health protocols and innovating services.

Threats:

  • Decreased Purchasing Power of Consumers: The pandemic causes a decrease in community income, so that consumer purchasing power of products and services such as coffee is limited.
  • Social Restrictions: Social restriction policies, such as the implementation of community activity restrictions (PPKM), limit the capacity and operating hours of coffee shops, thus affecting income.
  • Changes in Consumer Behavior: The pandemic encourages changes in consumer behavior, many prefer to order coffee online or takeaway over dine-in, and are more concerned with safety and cleanliness.
  • Right Competition: The emergence of many online platforms for messages between food and drinks is increasingly tightening competition in the coffee shop industry.

Smart Strategy to Facing Threats:

The ST strategy implemented by coffee shops in Medan shows that they focus on utilizing existing strengths to overcome threats. Here are some examples of the application of ST strategy:

  • Strengthening Delivery and Online Services: Coffee shops improve delivery services through online platforms, utilize food delivery applications, and develop their own websites for ordering.
  • Offering Attractive Promos: Coffee shops provide attractive promos and discounts to attract customers, for example, promo packages for coffee and food purchases, special discounts for online purchases, or prizes for certain purchases.
  • Improving the Quality of Services and Health Protocols: Coffee shops improve the quality of services and cleanliness, as well as implement strict health protocols, to build trust and security for customers.
  • Building Brand Awareness through Social Media: Coffee shops utilize social media to build brand awareness, display attractive menus and promos, and interact with customers actively.

Conclusion:

The ST strategy (strengths/threats) is an effective approach for coffee shops in Medan in the face of the pandemic. By utilizing the power they have, such as coffee quality, strategic locations, unique concepts, and adaptability, they can minimize threats such as decreased consumer purchasing power, social restrictions, changes in consumer behavior, and tight competition.

It is essential for coffee shops to continue to innovate and evaluate the strategies applied, in order to survive and develop in the midst of uncertain situations. With the right strategy, coffee shops in Medan can continue to please customers and enjoy sustainable business growth.

Recommendations:

Based on the findings of this study, the following recommendations are made:

  • Coffee shops in Medan should continue to innovate and improve their delivery and online services to meet the changing needs of customers.
  • Coffee shops should offer attractive promos and discounts to attract customers and increase sales.
  • Coffee shops should prioritize improving the quality of services and implementing strict health protocols to build trust and security for customers.
  • Coffee shops should utilize social media to build brand awareness and interact with customers actively.

By implementing these recommendations, coffee shops in Medan can continue to thrive and grow in the midst of the pandemic.
Coffee Shop Marketing Strategy During Pandemi Covid-19 in Medan City: Q&A

Frequently Asked Questions about Coffee Shop Marketing Strategy During Pandemi Covid-19 in Medan City

The COVID-19 pandemic has brought about significant changes to various sectors, including the culinary industry, particularly coffee shops. In Medan, coffee shop businesses must adapt to survive and develop in the midst of social restrictions and changes in consumer behavior. This Q&A article aims to provide answers to frequently asked questions about coffee shop marketing strategy during the pandemic in Medan City.

Q: What are the key challenges faced by coffee shops in Medan during the pandemic?

A: Coffee shops in Medan face several key challenges during the pandemic, including decreased consumer purchasing power, social restrictions, changes in consumer behavior, and tight competition.

Q: What are the strengths that coffee shops in Medan can utilize to overcome these challenges?

A: Coffee shops in Medan can utilize several strengths to overcome these challenges, including good quality coffee and unique taste, strategic locations, unique concepts and decorations, and the ability to adapt to the situation.

Q: What is the ST strategy, and how can coffee shops in Medan implement it?

A: The ST strategy (strengths/threats) is a strategy that utilizes the power of existing strengths to overcome threats. Coffee shops in Medan can implement the ST strategy by strengthening delivery and online services, offering attractive promos, improving the quality of services and health protocols, and building brand awareness through social media.

Q: How can coffee shops in Medan improve their delivery and online services?

A: Coffee shops in Medan can improve their delivery and online services by utilizing online platforms, food delivery applications, and developing their own websites for ordering. They can also offer attractive promos and discounts for online purchases.

Q: Why is it essential for coffee shops in Medan to prioritize improving the quality of services and implementing strict health protocols?

A: It is essential for coffee shops in Medan to prioritize improving the quality of services and implementing strict health protocols to build trust and security for customers. This can help to increase customer satisfaction and loyalty.

Q: How can coffee shops in Medan utilize social media to build brand awareness?

A: Coffee shops in Medan can utilize social media to build brand awareness by displaying attractive menus and promos, interacting with customers actively, and sharing updates about their business.

Q: What are the benefits of implementing the ST strategy for coffee shops in Medan?

A: The benefits of implementing the ST strategy for coffee shops in Medan include minimizing threats such as decreased consumer purchasing power, social restrictions, changes in consumer behavior, and tight competition. It can also help to increase customer satisfaction and loyalty.

Q: How can coffee shops in Medan continue to innovate and evaluate their strategies during the pandemic?

A: Coffee shops in Medan can continue to innovate and evaluate their strategies during the pandemic by monitoring customer feedback, analyzing sales data, and adjusting their marketing strategies accordingly.

Q: What are the key takeaways for coffee shops in Medan to survive and develop during the pandemic?

A: The key takeaways for coffee shops in Medan to survive and develop during the pandemic include:

  • Utilizing existing strengths to overcome threats
  • Improving delivery and online services
  • Offering attractive promos and discounts
  • Prioritizing improving the quality of services and implementing strict health protocols
  • Utilizing social media to build brand awareness

By implementing these key takeaways, coffee shops in Medan can continue to thrive and grow in the midst of the pandemic.