Analisis Strategi Pemasaran pada Kaana Coffee di Kabupaten Toraja Utara

This study analyzes the marketing strategy of Kaana Coffee in Toraja Utara Regency to increase sales volume.
The method used is SWOT analysis with data from interviews, observations, and documentation studies. The
study results indicate that marketing strategies include product development with Toraja's signature coffee
variants, price adjustments, strategic locations, and digital promotions. Kaana Coffee's main strengths are
superior coffee quality and a cafe atmosphere with a Toraja cultural feel, while its weaknesses include limited
human resources and dependence on local supplies. Opportunities come from increasing tourists and MSME
support, while threats come from tight competition and changes in market trends. Recommendations
include optimizing digital marketing, increasing staff training, and strengthening branding to increase
competitiveness and business growth.

Keywords: Marketing Strategy; Kaana Coffee; SWOT Analysis; Marketing Mix