This study sains to determine the right marketing strategy and competitive by first identifying, assessing internal factors and external environment affecting the company. This is done by using the method of SWOT analysis (Strength, Weakness, Oppurtunity, Threat). SWOT Analysis is the analysis used to evaluate business opportunities and threats in the environment as well as strengths and weaknesses internal company owned. This study uses purposive sampling technique to obtain the sample, the number of samples taken. The population in this study all employees on the Villa HMD in Trawas Mojokerto company and people who ever consumtion product of Villa HMD in Trawas Mojokerto, collecting data using questionnaires. The results obtained that the selection of an appropriate marketing strategy on the company's Do Café Jember is to increase market share, improve service quality, promoting the effective and appropriate, and develop the quality of human resources.