This research was conducted in the Ngagel complex coffee café business. The
purpose of this research is to find out and analyze the marketing strategies
implemented by complex coffee cafes to increase sales volume and how to deal
with competition in similar businesses. It is known that the revenue of the complex
coffee café in 2021 is the largest revenue reaching up to 20 million. The research
method used is descriptive research using the SWOT analysis method.
By going through the analysis of IFAS (Internal Strategy Factor Analysis Sumarry)
and EFAS (External Strategy Factor Analysis Sumarry). It can be seen that the
results of the score from internal factors obtained a strength of 2.72 while a score
of 0.68 obtained weaknesses. While the results of the external factor score obtained
an opportunity of 1.96 and a threat obtained a score of 0.59. Based on the data
obtained, the complex coffee café has opportunities and strengths that can take
advantage of existing opportunities.
Keywords: Marketing Strategy, SWOT Analysis, Marketing Mix, Sales Volume