STUDI KELAYAKAN BISNIS DALAM ASPEK PEMASARAN PADA KEDAI ES TELER SULTAN

Abstract

Amid the rapid growth of the culinary business in Indonesia, fresh beverages such as es teler continue to attract wide consumer interest. Banjarnegara Regency, with its hot tropical climate, represents a promising market for cold beverage businesses. Kedai Es Teler Sultan seeks to capitalize on this opportunity by offering high-quality products, fresh ingredients, and innovative flavors. This study aims to analyze the business feasibility of Kedai Es Teler Sultan from a marketing perspective, using the 4P marketing mix approach (Product, Price, Place, Promotion) along with segmentation, targeting, positioning (STP) analysis and SWOT analysis. The findings indicate that product quality, affordable prices, strategic location, and the use of social media are key strengths. However, challenges such as reliance on fresh ingredients and limited promotion still need to be addressed. This study recommends an integrated marketing strategy to enable Kedai Es Teler Sultan to compete effectively and grow within the local market.