文章基本信息

标题：Improve Marketing Mix for Marketing Plan Strategic in Coffeeshop Business
本地全文：下载
作者：Syafrida Hafni Sahir ; Rosmawati Rosmawati
期刊名称：Management Analysis Journal
印刷版ISSN：2252-6552
电子版ISSN：2502-1451
出版年度：2020
卷号：9
期号：4
页码：459-466
DOI：10.15294/maj.v9i4.42613
出版社：Universitas Negeri Semarang
摘要：This research aims to establish a strategic marketing strategy for the Medan City coffee shop company. The methodology used in this study was descriptive qualitative research through the method of the marketing combination 4Ps and Porters five strategic forces theory. The outcome of the analysis provided strategic marketing strategy for all facets of the 4Ps marketing mix, such as product, price, venue, and promotion. As five competitive forces are generated based on Porters, the resulting strategic marketing strategy becomes more oriented. This analysis will be useful for the company owner to take the best strategic marketing approach in particular.
关键词：strategic marketing strategy;marketing combination 4Ps, porters five strategic