Research Article
Improvement of Store Atmosphere and Application of Offline Advertising Strategy Through Business Coaching
@INPROCEEDINGS{10.4108/eai.5-8-2020.2301148, author={Joko Suryo Sumbodo and Anton Wachidin Widjaja}, title={Improvement of Store Atmosphere and Application of Offline Advertising Strategy Through Business Coaching}, proceedings={Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020, 5 - 6 August 2020, Purwokerto, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2020}, month={10}, keywords={business coaching micro small and medium enterprises store atmosphere offline advertising}, doi={10.4108/eai.5-8-2020.2301148} }- Joko Suryo Sumbodo
Anton Wachidin Widjaja
Year: 2020
Improvement of Store Atmosphere and Application of Offline Advertising Strategy Through Business Coaching
ICBAE
EAI
DOI: 10.4108/eai.5-8-2020.2301148
Abstract
In Indonesia, Micro, Small and Medium Enterprises (MSMEs) are of the drivers of the economy. This paper conducted by a series of structured interviews with the owners of BING KOPI SMEs and writer observations, an MSMEs that engaged in the field of Food and Beverages especially in the form of coffee located in Jakarta. This study also conducted through the business coaching process, where the coach helps coachee (SME owner) to find and implement strategies to solve its current problems. The finding shows the problem that BING KOPI SMEs currently faced is a lack of potential customer interest in visiting the outlet. This problem can be solved by implementing several solutions which are associated with improvement of Store Atmosphere, and application of offline advertising in the form of flyers. This research uses the Business Model Canvas Analysis methodology, SWOT Analysis, TOWS Analysis, and Gap analysis.
