Strategi Pemasaran pada Brand Minuman Tekun Tasikmalaya Menggunakan Analisis SWOT dan Tows Matrix

Abstract

The increasing consumption of coffee and the development of the contemporary beverage industry has led to increasingly fierce business competition, so business actors need to implement appropriate marketing strategies to maintain competitiveness. This study aims to analyze the marketing strategy of the TEKUN beverage brand in Tasikmalaya City using a SWOT analysis approach. The method used is a qualitative descriptive study with a case study approach. Data were obtained through observation, interviews, documentation, and literature studies, then analyzed through the stages of data collection, data reduction, data presentation, and drawing conclusions. Data validity was tested using source triangulation and technical triangulation. The results show that TEKUN has strengths in product quality, affordable prices, menu variety, and a strategic location. The main weaknesses lie in digital promotion and branding that are not optimal. The SWOT analysis places TEKUN in Quadrant II (Grow and Build Strategy) with an IFAS score of 2.92 and an EFAS score of 3.25. Therefore, the recommended strategy is the WO strategy, namely expanding market segmentation, optimizing digital marketing, strengthening branding, and increasing product innovation to support business growth and company competitiveness.