Analisis Strategi Diferensiasi Point Coffee dalam Meningkatkan Daya Saing di Industri Kopi Indonesia

Abstract

The rapid growth of Indonesia's coffee industry has intensified competition among coffee businesses, requiring companies to implement effective strategies to maintain their competitive advantage. One of the strategies widely adopted is differentiation, which creates unique value that distinguishes a business from its competitors. This study aims to analyze the differentiation strategy implemented by Point Coffee in enhancing its competitiveness within the Indonesian coffee industry. The research employed a qualitative approach using a case study method with secondary data collected through literature review, official company publications, government reports, and relevant scientific literature. The findings indicate that Point Coffee applies differentiation through product quality, affordable pricing, strategic locations integrated with Indomaret retail stores, efficient service, and continuous product innovation. These strategies enable the company to provide added value, improve accessibility, strengthen brand identity, and attract a broader consumer segment. Compared with several leading coffee brands in Indonesia, Point Coffee demonstrates a distinctive competitive advantage through its retail-based business model and practical purchasing experience. The study concludes that the implementation of a comprehensive differentiation strategy contributes significantly to strengthening Point Coffee's competitiveness and sustaining its position in the increasingly competitive Indonesian coffee market. These findings are expected to provide practical insights for coffee businesses in developing sustainable competitive strategies.