Analysis Marketing Strategy of Coffee Luwak Cikole: A Case Study

Abstract

This research is the result of a survey in the coffee luwak Cikole LembangBandung production house that produces luwak coffee from beans which are firsteaten by mongoose animals. the purpose of this research is to deeply understand theprocess of implementing marketing and developing marketing strategies. The researchmethod used is qualitative with field survey techniques. the results of the researchshow about the marketing process of Cikole Luwak coffee through several marketingprocesses including through product variables, price, promotion and distribution. Themarketing process is carried out mostly through word of mouth and publicationsthrough social media sites such as WhatsApp, Facebook and other social media.problem analysis developed from observations using a SWOT analysis faced by CV.Kopi Luwak Cikole as a local business actor in the coffee industry