Developing Marketing Strategies For SMEs To Enchance Business Sustainability: A Case Study Of Takana Coffee

Abstract

The rapid growth of the coffee shop industry in Indonesia has intensified competition among small and medium-sized enterprises (SMEs), especially in the food and beverage sector. This study aims to analyze the marketing strategies implemented by Takana Coffee and provide business development recommendations using the 7P marketing mix approach. This research employed a qualitative descriptive method through observation, interviews, and documentation conducted at Takana Coffee, Rawamangun, East Jakarta. Data were collected through direct observation of business activities and interviews with the café manager. The results show that Takana Coffee has implemented community-based and digital marketing strategies through Instagram and Google Reviews. The café also provides facilities such as Wi-Fi, electrical outlets, prayer rooms, and comfortable working spaces to support customer comfort, especially for students and young people. The implementation of the 7P marketing mix, consisting of product, price, place, promotion, people, process, and physical evidence, plays an important role in increasing customer satisfaction and strengthening business competitiveness. The study concludes that continuous innovation, service quality improvement, and digital marketing optimization are essential for maintaining business sustainability in the competitive coffee shop industry.