Proposed B2B Marketing Strategy to Increase Sales of Jenderal Kopi

Jenderal Kopi is one of the restaurants in Bandung that focuses on Indonesian coffee. After pandemic subsided, based data from official website West Java local government, there was a phenomenon with emergence new restaurants/cafes and coffee shops Bandung, which posed threat to Kopi. Based internal information management, also facing problems related sales number guests, are stagnant tend decline 2022 compared 2021, when Covid-19 at its peak. conducting an in-depth interview owners Kopi, has significant asset can be utilized, namely Probatone 25 kg roasting machine. market leader machine industry. This sophisticated met industry standards do large quantities production, advantages other brands machines. In this paper, author conducts qualitative research by preliminary surveys interviews various parties as potential segment for accomplish Business (B2B) mechanism because previously, only did Consumer (B2C) sales. The analyzes factors influence buying interest analysis conducted internally using: Segmenting, targeting positioning, Marketing mix, VRIO Framework Model Canvas, external consisting Porter 5 forces, PESTEL analysis, Competitor analysis. As result author’s research, still B2B sector needs several business sectors fulfill roasted beans their operations/activities: hotels, restaurants/cafes/coffee shops, political parties. end, after discussing again chosen hotel consideration sustainable orders. conclusion, take steps adjustments marketing solution get additional maximizing use existing assets. With these sales, it expected continue compete entrants same