Strategi Pemasaran Digital Emerging Brand Food & Beverage Yang Menargetkan Generasi Z Analisis SWOT dan Pendekatan Evidence-Based Pada Hotway’s Chicken
DOI:
https://doi.org/10.38035/jsmd.v3i4.808Keywords:
Analisis SWOT-IFAS-EFAS, Penentuan Posisi Strategis, Merek Baru, Pemasaran Generasi Z, Strategi WaralabaAbstract
Penelitian ini menganalisis strategi pemasaran Hotways Chicken, emerging F&B brand yang menargetkan Gen Z Indonesia, menggunakan pendekatan SWOT-IFAS-EFAS sebagai framework strategis utama. Berbeda dengan literature review tradisional, penelitian ini menempatkan SWOT-IFAS-EFAS quantitative matrix sebagai metodologi analisis primer, dengan literature peer-reviewed sebagai evidence base untuk memvalidasi dan memperkuat setiap faktor strategis yang teridentifikasi. Hasil analisis menunjukkan Hotways memiliki skor IFAS 3.42 (above average 3.0) dan EFAS 3.30, menempatkan brand pada Quadrant I positioning yang mengindikasikan Growth-Expansion Strategy. Kombinasi lima faktor kekuatan (Nashville differentiation, digital-first positioning, professional management, One Stop Kitchen operational excellence, Instagram-worthy design) dan lima kelemahan (limited brand awareness, financial constraints, trend dependency, operational scale, menu differentiation) menciptakan profil internal yang solid. Secara eksternal, lima peluang signifikan (e-commerce growth window 34.84% CAGR, personalization technology, tier-2/3 market potential, franchise efficiency, authentic cuisine trend) melampaui lima ancaman teridentifikasi (intense competition, rising input costs, algorithm volatility, health preference shift, regulatory uncertainty). Penelitian merekomendasikan SO Strategy (Strength-Opportunity): memanfaatkan kekuatan internal untuk menangkap peluang eksternal melalui tiga tiers implementasi strategis dengan timeline Q1-Q3 2025 sebagai critical market window. Implikasi praktis signifikan untuk emerging F&B brands dalam konteks Indonesia dan Southeast Asia yang menghadapi dynamic market conditions dengan resource constraints.
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