Designing a Digital Marketing Strategy at Vaganza Cakery Using the Sostac Method

Abstract

Vaganza Cakery is one of the UMKM brands in Batam which has focused on selling birthday cakes, brownies, and pastries online since 2020. Sales results from Vaganza Cakery have experienced fluctuating income and have been unable to optimize digital media as a promotional and sales medium. because Vaganza Cakery does not yet have a clear and precise digital marketing strategy. This descriptive qualitative research aims to design a digital marketing strategy for Vaganza Cakery using the SOSTAC method which is structured into six stages, namely situation analysis, objective, strategy, tactics, action, and control. This research produces a digital marketing strategy design, namely marketing products, and services on digital marketing media and providing information about products, prices, and ordering processes at Vaganza Cakery and other strategies, namely creating gofood and shopeefood e-commerce accounts to expand the market and endorse influencers or do advertising on Instagram and Facebook.