KOPI Restaurant Social Media Strategy Research Paper

KOPI Restaurant Social Media Strategy - Research Paper Example In most cases, this group comprises of couples, young adults as well as families residing in this place, whose main interests and hobbies include visiting coffee shops and reading among others. These people were thought to become the first adopters since they are the first to visit restaurants, coffee shops, test new technological gadgets, active on social media among other important features. This paper examines some of the reasons that caused the company to fail in its social media marketing approaches, while recommending some changes to be in done in a bid to achieve the set goals and objectives and position KOPI as the restaurant of choice among the target audience in New York City. In its analysis, the paper will focus on how ineffective the earlier strategies were since they were not quite interactive and engaging making the target audience to fail to respond to it as earlier planned. KOPI’s mission statement has always been to introduce a variety of tastes of Indonesian cuisine as well as coffee to the market in New York. In doing this, the company will be fulfilling its vision statement which is offering varieties of food specialties as well as beverages that are purely a representative of the Indonesian atmosphere and culture. The restaurant has done a lot to get started and achieve success in its marketing and performance; however, all these goals have never been effectively achieved because of reliance on poor approaches to social media marketing (Arline para 4-7). Having a target group that has a high affinity for new technology and are willing to try out new ideas, the restaurant would have managed to attract many of its target audience. However, the approaches used in the past have been in conformity with the set vision and mission statements making it hard for it to achieve success. The failure of the use of tight strategies made the target