As the specialty coffee industry is getting tougher, the numbers of Indonesian
coffee consumers are increasing throughout the years. Based on International Coffee
Organization’s record, the growth of Indonesian coffee drinkers is increasing more
than 8%. As a matter of fact, the number is higher than global coffee drinker. This
situation encourages the emergence of coffee shop in various areas such as offices,
campuses and residential.
By seeing this aggressive improvement in coffee shop business, the
collaboration of IPMI International Business School students of 2014 and PT. XYZ
are conducting a Group Field Project to analyze the current issues of PT XYZ as well
as to support PT XYZ by providing recommendations for PT. XYZ’s improvement to
increase its brand awareness and customer satisfaction. During the research, the group
has compiled enough information to determine the SWOT analysis, STP
(Segmentation, Targeting, Positioning) Model, Marketing/Promotional Mix, Five
Porter Forces of Analysis and VRIO.
Since the rapid growth of coffee shop in Indonesia, building a strong brand is
widely recognize as an effective means of securing a competitive edge and capturing
market share. One of the most commonly used frameworks is brand awareness. Brand
awareness is a measure of the effectiveness of a company’s marketing activity and as
a starting point for customer satisfaction and loyalty. Customer loyalty is stronger if
the customers’ positive associations with the brand and the knowledge they had about
a product before their first contact with it have been confirmed and strengthened with
the first purchased. With the guidance of professional supervision and advice from
top management of IPMI International Business School and PT. XYZ, all information
given in the Group Field Project is accurate. This collaboration provide analyze of PT
XYZ and providing some recommendation for PT XYZ.


Supervisor: Hasnul Suhaimi