The paper explores the generic strategy proposed by Porter by conducting a study in a coffee shop. The study was conducted based on secondary data obtain from articles, journals, research reports, and interview. Furthermore, the paper explores the strategy used in the research object. The study takes place in XYZ Coffee Shop in Jakarta, Indonesia. SWOT analysis is a tool for analysing strengths, weaknesses, opportunities, and threats that a company faces. Meanwhile, marketing mix is a set of actions a business takes to build and market its product or service to its customers. Based on the study, SWOT analysis and marketing mix of XYZ Coffee Shop is designed. The result is low-cost leadership strategy can be implemented by XYZ Coffee Shop to achieve their main goal, which is to sell its product with affordable price.

Keywords
Strategic Management; SWOT Analysis; Marketing Mix; Low-cost Strategy; Coffee Shop.