MARKETING STRATEGIES FOR KOPI JEMPOLAN BRAND OF CATUR TOURISM VILLAGE KINTAMANI

Antonia Kutschenreuter, Ni Made Diana Erfiani, Putu Chris Susanto, Maria Regina

Abstract


ABSTRACT

This research aims to find the best marketing strategy for the coffee brand Kopi
Jempolan in Catur Tourism Village, Kintamani, Bali. The study employs mixed
research methods. Firstly, in-depth interviews with coffee experts are conducted.
The group of coffee experts is divided into two sub-groups: coffee plantation owner
and coffee shop managers, baristas and employees. Field trips to Catur were
conducted to obtain qualitative data. The result of the study firstly explains the
competition in advanced and in emerging economies to stress the importance of
marketing. In the second stage, the history of coffee is explained, and how the
recent development has an impact on the small farmers in Catur. Not only is Kopi
Jempolan facing challenges along the way to become a sustained successful brand,
the study also suggests that the brand needs to offer a multi-tiered strategy towards
different market segment. Thus, using different positioning strategies to target
different potential markets. Eventually, the research sets spotlight on finding a
comprehensive marketing strategy and evaluates the options. The implementation
which was done with this project paper was the development of a coffee tour as an
educational agro tour and is explained in detail and in a SWOT analysis.
Keywords: coffee, single origin, marketing strategy


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