IMPLEMENTATION OF SWOT ANALYSIS IN DETERMINING MARKETING STRATEGY OF "MR. CAFE" IN SABU BARAT DISTRICT IN 2024

Cafes are an interesting business opportunity to run. As a form of business, cafes must have a marketingstrategy to attract consumers to increase sales and also compete with competitors. The purpose of thisresearch is to use SWOT Analysis to Determine the Marketing Strategy of “Mr. Cafe” in West Sabu Districtin 2024. This research uses qualitative methods with SWOT analysis which is measured by external andinternal factors. Data collection techniques use observation and interviews. The research results show thatbased on the 4 Quadrant SWOT Matrix, Mr. The cafe is in quadrant I, namely an aggressive growth strategy(Growth Oriented Strategy), which means a very profitable situation because it has high opportunities andstrengths so that it can take advantage of existing opportunities through product development. Addedvariety of food and drinks. Create a signature menu that is not easy for newcomers to imitate. Increasepromotions via social media to reach a wider market and install cafe signs/banners on public road areasadjacent to cafe locations, location developments and cafe parking areas. This marketing strategy must beimplemented to support all the strengths of “Mr. Cafe” and take advantage of existing opportunities.