Name : Ravael Tamawiwi

Class : 4 MB 6
NIM : 22053011
Assignment 2

SWOT Analysis Of The Mixue Market

To find out how Mixue in the market segment, here is a review of Mixue based
on its SWOT analysis :
1. Strength
The strength of Mixue itself is the influence of the brand from the results of
promotions both directly and indirectly carried out by influencers and also the
people who often upload purchases of this product, besides that Mixue has a
very good taste, and is refreshing which is suitable for the Indonesian tongue,
the prices that are served also vary depending on the product purchased and can
be said to be quite affordable for vanilla and strawberry flavored ice cream.
Another strength of Mixue outlets can be found in various cities in several
regions of Indonesia, even Indonesian netizens mention Mixue as the “Angel of
Empty Outlets” which means that in every empty outlet or shop in some areas
the next day we will be able to find the outlet becoming a Mixue outlet.
2. Weaknesses
The weakness faced by the Mixue brand at this time is that the menu that is
served, although it includes a variety, can be copied by various other brands.
The price for large drinks can also be said to be quite expensive if the target
market is students, which is around Rp. 22,000 for one drink of both Tea, Milk
Tea, and Smoothies. In addition, Mixue outlets, although many in various
regions, tend to occupy a place that is not spacious or can be said to tend to be
narrow, which creates a feeling of discomfort among customers when they want
to just hang out in the shop.
3. Opportunity
We can see the opportunity of the Mixue brand itself from how this franchise
adjusts the market segment in Indonesia. The actions of customers who upload
their activities in buying Mixue products are a form of indirect promotion that
can increase the interest of the public who see it without the company spending
money on endorsement needs for influencers.
 4. Threats
Many competitors have started operating in the same field as this franchise,
with much cheaper and diverse flavors and prices. Jalnini is the biggest threat to
this franchise.