Success Strategies: Business Operations and Creating of the Marketing for 6Slash3 Coffee Shop, Lampang Province

Yontida  Phonracharnon; Pojnicha  Thongyoy; Pongsiri  Kamkankaew

doi:10.60027/ijsasr.2024.4271

Authors

Yontida Phonracharnon BISN High School Diploma in Business and Arts, The British International School of Northern Thailand, Thailand https://orcid.org/0009-0001-0568-2747
Pojnicha Thongyoy BISN High School Diploma in Business and Arts, The British International School of Northern Thailand, Thailand https://orcid.org/0009-0003-3453-756X
Pongsiri Kamkankaew Faculty of Business Administration, North-Chiang Mai University, Thailand https://orcid.org/0000-0002-5885-4805

DOI:

https://doi.org/10.60027/ijsasr.2024.4271

Keywords:

Marketing Strategy;, SWOT Analysis; , Small Business; , Coffee Shop; , Brand Identity; , Digital Marketing

Abstract

Background and Aim: The study focuses on analyzing the strengths, weaknesses, opportunities, and threats (SWOT) of 6Slash3 Coffee Shop in Lampang Province, Thailand, and developing an effective marketing strategy to enhance the shop's brand identity, market visibility, and sales. The research aims to provide insights into small business marketing strategies in competitive environments.

Materials and Methods: A qualitative case study approach was used, involving in-depth interviews with the entrepreneurs and participant observation at the 6Slash3 Coffee Shop. Primary data was collected through interviews and observations, while secondary data involved the analysis of documents related to marketing management and strategies.

Results: The SWOT analysis revealed key strengths such as high-quality coffee and knowledgeable ownership, but also highlighted challenges like lack of brand personality and marketing strategies. The proposed marketing strategy includes components like quality and sustainability emphasis, engaging content development, influencer collaborations, a tiered pricing system, service optimization, and a robust online presence.

Conclusion: The research concludes that a well-crafted marketing strategy, focusing on brand personality, digital presence, and community engagement, is crucial for the success of small businesses like 6Slash3 Coffee Shop in competitive markets.

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