MARKETING STRATEGY ANALYSIS OF CACAOTE PATISSERIE BRASSERIE IN JAKARTA

Abstract

Business patisserie brasserie had face many obstacles. In the pastry business so many barriers and threats to run the business isn’t successfully. Owner Cacaote tries to open another pastry shop in Grand Indonesia Mall called St. Germain is permanently closed. This chance tries to figure out to open another business isn’t easy like the first business which is Cacaote itself. The purpose of this research is to analyze the internal and external factors Cacaote Patisserie Brasserie as well as formulate strategies in developing his business. This research uses a qualitative method, as for the quantitative of with regard to internal factors (IFE) matrix, external factors (EFE) Matrix and internal-external (IE). After that, it was back in the analysis using the matrix Strengths, Weaknesses, Opportunities and Threats (SWOT). Respondents used in these studies amounted to 3 persons, with consideration of the respondents understands the external and internal condition of the company. The results of this research indicate that the position is located in Senopati, Jakarta which gives recommendations to grow and develop. The strategy that best suits Cacaote Patisserie Brasserie is a strategy of intensive (market penetration, market development, and product development). The results of the SWOT analysis produces business strategic alternatives for Cacaote Patisserie Brasserie which is needed to be done within a period of five years.