Technology - Based Marketing Strategies for SMEs to Expand Market Reach

Abstract

The development of the matcha-based beverage industry in Indonesia has experienced significant growth, particularly among Generation Z in urban areas. This condition has intensified competition within the matcha beverage business, requiring SMEs to implement innovative marketing strategies that align with modern consumer behavior. Harumatcha is a matcha beverage SME located in M Bloc Space, South Jakarta, targeting Generation Z and urban youth communities as its primary market segment. This study aims to analyze Harumatcha’s marketing strategies and provide strategic recommendations to improve its business competitiveness. The research employed a qualitative approach through interviews, observations, discussions, and focus group discussions (FGD). Interviews were conducted with the owner of Harumatcha to obtain information regarding business conditions, marketing strategies, and challenges faced by the company. The findings indicate that Harumatcha has substantial potential to establish its positioning as a matcha bar based on experiential marketing and aesthetic branding for Generation Z consumers. However, the business still faces several challenges, including low tenant visibility, an underdeveloped slow bar concept, limited and uncomfortable seating areas, insufficient digital promotion, and weak product differentiation. The recommended marketing strategies include product innovation, strengthening visual branding, enhancing customer experience, optimizing digital marketing, and developing a hangout concept that matches Generation Z characteristics. These strategies are expected to improve brand awareness, customer loyalty, and Harumatcha’s competitive advantage in the increasingly competitive matcha beverage industry.