Improve Marketing Mix for Marketing Plan Strategic in Coffeeshop Business

This research aims to establish a strategic marketing strategy for the Medan City coffee shop company. The methodology used in this study was descriptive qualitative research through the method of the marketing combination 4Ps and Porters five strategic forces theory. The outcome of the analysis provided strategic marketing strategy for all facets of the 4Ps marketing mix, such as product, price, place, and promotion. As five competitive forces are generated based on Porters, the resulting strategic marketing strategy becomes more oriented. This analysis will be useful for the company owner to take the best strategic marketing approach in particular. The results showed that the product, price, place, and promotion had a significant influence on consumer decisions even though the t test results on product, price, and promotion variables had no effect partially. Article Information Article History: Received October 2020 Approved November 2020 Published December 2020