Feasibility Analysis of Cassandra Cafe Business in Medan City

Abstract

This research aims to conduct a comprehensive analysis of the feasibility of the Cassandra Cafe business in Medan City from a technical, management and marketing perspective. The research method used is field research with the research object Cassandra Cafe which is located on Jl. Tuamang, Medan Tembung District, North Sumatra. The data used is qualitative data obtained from direct interviews with related parties at the cafe. The analysis results show that from technical, management and marketing aspects, this cafe business is considered feasible to run. Cassandra Cafe in Medan City is worth running. Various operational aspects that have been evaluated show that this cafe maintains high standards in running its business. From a technical and production perspective, Cassandra Cafe has met strategic criteria in selecting a location. Meanwhile, in terms of marketing, Cassandra Cafe implements the marketing mix concept with 4P (Product, Price, Place, Promotion) well. Unique products that attract consumers' attention, affordable pricing according to the target market, strategic location selection, and effective promotion through social media and brochure distribution have all contributed to the image and appeal of this cafe. Thus, Cassandra Cafe becomes an attractive destination for visitors and has the potential for sustainable growth in the future. The overall analysis shows that this cafe has a strong foundation to continue to develop, and can be a promising choice for business owners in the culinary industry in Medan City.