Marketing Strategy Analysis in Efforts to Increase the Competitiveness of Chatime and D'sruput in Padang City

Abstract

The beverage industry continues to develop and undergo many changes and is increasingly in demand by all groups, including Chatime and D'sruput. The aim of this research is to analyze the implementation of marketing strategies in an effort to increase the competitiveness of Chatime and D'sruput Indonesia Padang branches. Research techniques for collecting data are carried out through observation and interviews. From the research results, it was found that the marketing strategy carried out by Chatime was online (go-food, grabfood, shopeefood) and offline which was enjoyed by coming directly to the outlet. Meanwhile, D'sruput also has the same marketing strategy but adds the TikTok application. To increase competitiveness did expand marketing areas, maintain product quality, continue to innovate in various flavor variants, and make optimal use of marketing promotion media from various social media. Furthermore, looking at sales, it was found that Chatime averages only 200 cups per day, while D'sruput can reach 500 cups per day.

Keywords: marketing strategy, competitiveness, sales, product quality